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InterContinental Hotels
& Resorts is launching a new global brand advertising campaign on 26 September.
InterContinental’s new advertising campaign is the result of positioning work that has been ongoing since late 2004. The brand’s new tagline challenges its audience to
answer the question, “Do you live an InterContinental Life?”
“At a time when other hotel brands are working to keep people in a ‘bubble’, InterContinental wants to provide our guests with memorable and unique experiences that
will enrich their lives and broaden their outlook,” said Jenifer Zeigler, senior vice president, global brand management, InterContinental Hotels & Resorts. “We believe
the new social currency is about being ‘in the know.’ And we can deliver that to our guests through great travel experiences.”
The campaign launch consists of a television commercial filmed in Sydney, Australia, featuring Australia’s Challenge Yacht, named Spirit, built for the 1992 Americas
Cup in San Diego. The campaign’s first print executions feature photography shot on the beaches and in the local markets of Bali, Indonesia.
The television spot will air on CNN International as well as in-flight programming on British Airways, United, American, Emirates and Singapore
airlines. The print media schedule includes insertions in The Wall Street Journal, The New York Times, Newsweek, Time Magazine, Forbes, The Financial Times, Economist, The Times and
Business Week as well as major in-flight publications.
The campaign launches on Monday, 26 September and continues through the 2005 business travel season.
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