INTERCONTINENTAL HOTEL GROUP: China

Category: Travel, Tourism & Leisure
Advertiser: INTERCONTINENTAL HOTEL GROUP
Product/Service: HOTEL SERVICE

The Strategy An integrated communications campaign involving online seeding and an offline event was designed to create a huge buzz. The campaign was centered on producing a very visual, record-breaking event in four big cities around the world - maximizing public and media interest with a fun and unique subject matter while at the same time reinforcing the IHG brand portfolio with the general public.

Design of the 'world’s biggest bed-jump' event saw a huge world record-breaking bed set up at the highest traffic venues in each city. Passers-by were invited to rediscover the youthful joy of jumping on a bed, while watching the visual spectacle of world famous gymnasts performing choreographed routines on strategically placed trampolines.

The enormous bed was topped with 30 double mattresses and a huge super-sized duvet that could cover 65 regular double-beds. As an eye-catching and completely unique event, wide attention and publicity was carefully planned.