Applied to:
This award recognizes exceptional marketing programs that have successfully enhanced and promoted a brand or a concept through innovative initiatives, tools, and partnerships. The winning program will have demonstrated a deep understanding of its target audience and will have successfully engaged and inspired them through creative and effective collaborations. The award recognizes programs that have successfully leveraged partnerships to create a greater impact and achieve business goals.
The project:
IHG Hotels & Resorts strategically partnered with the Champions Cup and EPCR Challenge Cup to expand brand reach across Europe, focusing on France, Italy, UK, and Ireland. This collaboration, initiated in 2022, showcased IHG's presence through stadium branding, broadcast exposure, and digital content, targeting rugby enthusiasts unfamiliar with IHG Hotels & Resorts and IHG One Rewards.
The campaign introduced exclusive IHG One Rewards member packages tailored for EPCR events, promoting them through owned digital channels and a dedicated webpage available in English and French. Notable PR activations featured Antoine Dupont, enhancing visibility and engagement in France. His involvement included personal interactions and exclusive packages, generating media buzz and fostering member excitement.
Stadium branding and broadcast exposure achieved significant audience engagement, with IHG Hotels & Resorts' branding reaching 71.4 million viewers during the season. Digital initiatives, including content series and newsletter placements, further amplified brand visibility and engagement.
To measure performance, IHG utilized internal metrics such as partnership landing page traffic, social media impressions, and email analytics. Mid-season and end-season media evaluations assessed broadcast reach and effectiveness, confirming positive outcomes aligned with campaign objectives.
This project stands out for effectively leveraging sports partnerships to engage a new audience, demonstrating measurable impact through extensive broadcast exposure and robust digital engagement. The strategic integration of IHG One Rewards packages and personalized PR activations underscore its success in connecting with both rugby fans and loyal members, laying a foundation for sustained partnership success and future growth.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
