Service Category: Digital
InterContinental Hotels Group Greater China’s (IHG GC) revenue was behind target in the first quarter. This meant that IHG GC needed to encourage early bookings and drive transient market for the summer period (which is of course the best season for the hospitality industry). IHG GC also wanted to drive awareness of Advance Booking Rate: if you book two days in advance, you get a discounted room rate without having to prepay.
RedWorks Shanghai utilised most digital tools in the ‘Advance Booking Rate Summer Promotion Campaign’. RedWorks Shanghai designed landing pages (for different brand sites), static banners (for different brand sites and external websites), flash banners (for external websites), eDM and weibo posts to promote the Advance Booking Rate during the summer period. This campaign successfully drove the hotel revenue and dramatically increased the awareness of Advance Booking Rate for IHG.