The Exchange Lab | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||0203 701 3100|
The Exchange Lab Contacts
|Tim W.||Co-Founder & Chief Strategy Officer||London|
Sample of Associated Brands
|Chris D.||Chief Executive Officer||London|
|Emma L.||Global Chief Operating Officer||London|
|Michelle H.||Senior Vice President, Client Services - EMEA||London|
|Richard C.||Programmatic Account Manager||London|
Who is the Co-Founder & Chief Strategy Officer of The Exchange Lab?
What is the email of the Chief Executive Officer of The Exchange Lab?
What is direct phone of the Global Chief Operating Officer of The Exchange Lab?
Who is the digital agency of The Exchange Lab?
Your personal LinkedIn™ network connections
Digital Opps: IHG encourages consumers to 'Live the InterContinental Life' this summer
Company: InterContinental Hotels Group (IHG), owns, manages, leases or franchises hotels all over the world under the Crowne Plaza Hotels & Resorts, Holiday Inn Hotels and Resorts, Holiday Inn Express, Staybridge Suites, Candlewood Suites and Hotel Indigo brands. The company also has a loyalty program, Priority Club Rewards, which is one of the largest in the hotel industry.
Opportunity: After spending much of last year developing digital, including bolstering the team and bringing on JWT Thompson. This digital launch is different from IHG campaigns of the past. It's more personal and relatable.
They're now looking to make emotional connections with their audience versus creating simple click bait. There's often a disconnect with some luxury brands and users so the hotel chain hopes to make luxury more attainable. This familiarity could continue into H2 to benefit from festive travel.
The hub highlights real stories from remarkable characters, featuring videos and a podcast series. The campaign rolls out immediately through online, print, PR and social media channels, so hopefully seller readers benefited from our hints later. If not, there's still time to contact for mid-year and Q4 opportunities.
We thought their digital review would ripple across creative and media relationships, but for now, the only thing that has shifted are new partnerships with marketing platform Mindshare UK still covers media planning and buying.
Media Spend: In 2015, the hotel group spent over £637k on an omnichannel focus, where digital received the most (£259k) and the rest was spread across press, radio and direct mail. H1 2016 saw similar spending except with a massive increase in direct mail. Peak spending occurs during the first half of the year.
Digital Breakdown: Pathmatics reports, last year, InterContinental Hotels Group spent close to £2million on mixed-digital. The most were desktop ads and in total, over 276m impressions were generated.
This is an increase from 2015 when only 192m impressions were gained from spending £1.3m. The chart to the right details spending shares and site direct makes up 56 per cent. Top publishers included nationalrail.co.uk, asda.com, ebay.co.uk and tripadvisor.co.uk.
Target Market: Includes families and business travellers. Baby Boomers (adults over the age of 55) are another fast-growing group of travellers and are able to spend much more than the highly-sought-after millennials on holiday, as they are the wealthiest generation and have more time to travel.
Competitors: Warner Leisure Hotels, to name a few.
InterContinental Hotels Group
Buckinghamshire UB9 5HR
T: 01895 512 000
Mr Fabrizio Di Martino
Director, Digital Marketing Europe
Ms Rebecca Indarte
Director of Sales and Marketing