InterContinental Hotels & Resorts wins Best Advertising Campaign Award 2002
December 20, 2002 - InterContinental Hotels & Resorts was applauded by
its peers on Monday when it swooped the prestigious Best Advertising
Campaign Award 2002 at the annual Hotel Marketing Awards in London.
InterContinental Hotels & Resorts beat competition from a host of
other hotels in its sector by demonstrating how it is revitalizing and
reshaping its brand. The company is seeing the benefit of an ongoing
$1 billion investment to improve the quality of its hotels and
establish the brand in even more key destinations around the globe.
Following extensive research in over 25 countries with thousands of
guests, frequent travelers and staff, InterContinental Hotels has
introduced a series of new initiatives to meet and exceed guests'
needs. The launch of the new services and a new identity in September
this year was communicated through a multi-million dollar advertising
campaign created by advertising agency Leagas Delaney, based in
London.
The results of the new campaign were immediate, with early figures
showing InterContinental Hotels & Resorts generating its highest
occupancy since November 2000 and highest rates since May 2001. Call
centre volumes, website hits and qualitative research all indicate
InterContinental Hotels & Resorts has now broken away from the mass
of international business hotels and is clearly differentiating itself
as the premium international business hotel.
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