Brand Communications Employer

Delivering results when only the best will do

How to create a Target Value Proposition for IHG Luxury & Lifestyle.

At a glance

A bespoke campaign for a niche audience

A fantastic social media campaign

A videoshoot like no other

IHG were ready to Lead a New Era

IHG Hotels & Resorts is home to some of the more recognised and prestigious names in global travel. After the pandemic, they wanted to do more than just rebuild their worldwide Luxury & Lifestyle team – they wanted to Lead a New Era of luxury travel. This meant recruiting elite General Managers (GMs) who were ready to lead from the front.

A tailored approach for a unique audience

GMs are the living embodiment of the luxury brands they represent and it is their mission to ensure guests have an unparalleled experience. They are a rare breed. They’re highly sought after too, so we needed hyper-targeted, super-relevant content that grabbed their attention and told a powerfully personal story.

Capturing the magic

Our approach was built around peer-to-peer storytelling featuring Andre, a Six Senses GM based in Portugal. We aimed to inspire viewers with a high-end video that did justice to Andre’s passion and the unforgettable experience he creates every day. So we went to Portugal, to experience it for ourselves and get an incredible insight into life and work behind the scenes.

Making the entire experience count

Like a good GM, we know that every detail has to be perfect. So we paid attention to every part of the talent lifecycle, from attraction assets and creative social content to polished and personalised candidate and onboarding packs.

These packs can be edited by the IHG team, to ensure each pack is unique to the GM it’s being created for.

The new era is off to a strong start

Within the first 3 months this campaign achieved some amazing results.

60000

views of Andre’s video on LinkedIn

1100

likes, loves and celebrations on LinkedIn

1200

clicks from our LinkedIn campaign

57

GM hires made so far this year, 19 within L&L

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