Long form
Case Study

IHG

Impact

3 Month Timeframe

2.8%
increased brand homepage visits

17.4%
increased bookings

16.3%
increased revenue

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Impact

From day after launch (9/10/15) until EOY

2.8%
increased brand home page visits

17.4%
increased bookings

16.3%
increased revenue

Assignment

1. Bring InterContinental Hotels & Resorts website responsive

2. Connect InterContinental Hotels & Resorts guests ("affluent, experienced travelers") to culturally rich travel experiences from dream phase through booking and stay. How? With stories threaded together in editorial style imagery, videos, brief narratives, and curated social media

Responsibilities

• Work with global brand to elevate key brand attributes

• Negotiate an ad-free hero

• Collaborate with agency partners to ensure technical requirements of content and design were supported

• Provide CMS mapping for developers; Project Guide for hotels; Representation of personas, brand attributes, and business goals for agency partners

When IHG decided to make all their sites responsive, I was hired to work as the Content Strategist for InterContinental Hotels & Resorts, the company’s luxury, flagship brand. My roles and responsibilities are addressed by component below.

Partnered with internal global brand team to elevate brand attributes & guest priorities

Fought for an ad-free hero

Represented personas, brand attributes, and business goals for agency partners

Authored hotel-facing Project Guide for hotels

Wrote launch copy within brand tone & voice that reflected shorter character counts

Created CMS map for developers

Home & Detail Pages