Holiday Inn Meeting Campaign
At a time when businesses had begun to discover the ‘virtual’ meeting, and were increasingly exploring meeting venues beyond hotels, IHG wanted to remind potential customers of the advantages of face-to-face meetings. They also wanted to raise awareness of Holiday Inn as a meetings venue, drive incremental revenue through stealing market share and encourage data capture.
This truly integrated campaign reached prospective bookers through every relevant media channel. We used unique coding to make sure all targeted press advertising, digital media and emails were trackable. Every hotel featured POS and our dedicated meetings landing page screened a campaign-specific video with compelling reasons to book Holiday Inn meetings.
The campaign was so successful it exceeded even our own high targets, repaying IHG’s investment even more quickly and more generously than expected, with an ROI of 406%. The campaign increased brand awareness for meetings, conferences and events (proven by BDRC) reaching more than 3 million people, and was awarded best agency campaign at the Hotel Marketing Awards (and a Silver at the Meetings Industry Marketing Awards).