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The Exchange Lab | Agency Profile, Contacts, AOR, Client Relationships




Service: digital

Main Telephone 0203 701 3100
Main Fax
Primary Address
22 Long Acre
3rd Floor Covent Garden
London, London WC2E 9LY
England

The Exchange Lab Contacts

Contacts (5)
Name Title City
Tim W. Co-Founder & Chief Strategy Officer London
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: 0203 701 3100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 22 Long Acre
3rd Floor Covent Garden
London, London
WC2E 9LY
England

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

Client Relationships


Brand Service From To Media Spend
**************** ****** ***** digital 2016 present *******

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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.

Additional Information

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
Broadwater Park
Buckinghamshire UB9 5HR
T: 01895 512 000

Mr Fabrizio Di Martino
Director, Digital Marketing Europe
fabrizio.dimartino@ihg.com

Ms Rebecca Indarte
Director of Sales and Marketing
rebecca.indarte@ihg.com