IHG
Impact
3 Month Timeframe
2.8%
increased brand homepage visits
17.4%
increased bookings
16.3%
increased revenue
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
Overview
Negotiated a “show once” rule for the mandatory brand bar interfering with the all-important luxury aesthetic
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
