Context

InterContinental Hotels Group is an FTSE 100 hotel company and its purpose is to create great hotels guests love.

With over 5200 hotels worldwide operating across twelve brands, IHG has one of the most impressive hotel portfolios in the hospitality industry. We started working together in 2016 after winning a competitive internal communications pitch to create their annual company wide CEO’s guide to the year.

We were subsequently delighted to be selected as IHG’s internal communications partner for Europe. Our first major brief was to work with IHG on the creative strategy and theme for the IHG Europe Conference 2017 in Berlin. Held bi-annually, this prestigious event is attended by over 550 Owners and General Managers from across Europe.

The relationship between IHG and hotel owners is fundamental to their combined commercial success, and this event is vital in encouraging stronger business relationships and accelerating progress for both parties. Our understanding of this relationship was vital in helping us to understand the complex audience eco-system and the unique challenges and desires of the conference delegates.

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Inspiring action

To capture the conference theme, we worked with the IHG team to develop an active visual device called ‘energised strands’ representing each of the three conference zones: Bitesize, Marktplatz and BrandLIVE. By using multiple bright, interwoven shapes and patterns, we created immediate standout and expressed collaboration, differentiation and acceleration through CGI, motion graphics and animation.

 

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Conference
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Exhibition

An immersive brand experience.

BrandLIVE involved the development of a unique creative concept for each hotel brand including InterContinental Hotels & Resorts®, Holiday Inn®, Holiday Inn Express® and Crowne Plaza Hotels & Resorts®. Each experience was designed around a physical 3D environment that immersed the delegates with a full sensory experience of each brand, its range of initiatives and new offerings. BrandLIVE was brought to life from vast amounts of content which culminated in a grand total of 149 metres of exhibition space.

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Digital Strategy

Merging the real world with the digital.

IHG were keen to ensure that all delegates would enjoy a seamless experience before, during and after the conference. Our remit included teaser emails, the UX and design of a registration website and all booking and follow-up digital communications.

We were also tasked with designing and developing an interactive iOS and Android ‘companion’ conference app that would ensure that delegates got the most out of their experience. The app enabled people to check the day’s agenda and plan their schedule and sending push notifications to remind them when and where their next talk was taking place.

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Nicola Jarvie

"The scale of this project necessitated careful planning, but also agility. The depth of the partnership we built with IHG enabled us to anticipate and respond to our client’s needs quickly and flexibly to help meet their objectives. We’re really pleased that we were able to help IHG make Europe Conference 2017 the best yet!"

Nicola Jarvie
Account Director
Mr B & Friends

“For an event of such importance and scale, it’s imperative for IHG to work with partners we trust. Mr B & Friends didn’t let us down – their creative thinking and proactive approach helped us to make IHG Europe Conference a huge success.

Emma Corcoran,
Vice President, Corporate Affairs, Europe
IHG
Results

550+
Delegates

79%
5/5 delegate approval rating

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