MAKING IHG MATTER
InterContinental Hotels Group (IHG) has long been at the forefront of loyalty and reward schemes. Starting with just Holiday Inn it’s evolved to become IHG® Rewards Club and grown to be the world’s largest loyalty programme with over 80 million members worldwide.
OgilvyOne works globally for IHG and in Europe covers seven different markets providing an integrated marketing approach and implementing customer engagement campaigns in both B2C and B2B.
Our communication objectives were to increase brand awareness and recruit new IHG® Rewards Club members and ultimately delivering loyalty revenue. Making sure IHG was talking to its customers in a way that was relevant to them, and making IHG matter to its valued customers.
CAN MEETS DO
Big Win – our global personalised loyalty promotion used IHG guest data to generate 400,000 unique offer combinations for members to give them an opportunity to obtain rewards. This highly personalised approach grew loyalty revenue by 450%, increased overall engagement with the programme and reduced IHG’s spending costs.
To increase brand awareness in region we bought the excitement of holiday planning to life, with the introduction of “Where Would You Go?” We took over three major transport locations with an event that allowed travellers to pin their dream location on a map to be in with a chance win one of 1,000 free nights at any of the 4,900 IHG® hotels worldwide. As well as integrating with digital, supported by a microsite, digital entries at event we were able to reinforce the brand to existing members and encourage new guests to sign up to the programme.
To drive ongoing business revenue from SMEs, we developed an integrated strategy to surround the rebuild of the website. Our strategy to drive business owners to the website used the combination of UX, social, SEO and content generation based on three personas involved in an SME travel decision.