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InterContinental's sponsorship of The Real… travel show, in which well-known local faces give their insider perspective on hidden attractions and must-see sights, proved the perfect vehicle for promoting the brand’s local expertise.
- Target discerning business travellers
- Reinforce InterContinental Hotels & Resorts’ reputation for local expertise
- Drive booking intent amongst the target audience
Sponsorship of The Real… travel show provided a powerful, relevant environment for InterContinental’s message that its unique local expertise could help discerning travellers make the most of their trips. The five-part sponsored series was supported by a dedicated section on bbc.com and a splash page on BBC Mobile, with airline syndication further increasing reach amongst the target audience.
See the campaign creative.
47% of those exposed to the InterContinental sponsorship planned to stay with InterContinental over the next 12 months, a 38% increase over those who had not seen the series.1
“InterContinental Hotels & Resorts needed to raise awareness and consideration amongst an ad adverse leisure audience. We also wanted to change audience perceptions. The opportunity to sponsor The Real... on BBC World News helped us meet our marketing objectives in a credible and entertaining way.”
Geraldine Connell, Director, Global Brand Marketing, InterContinental Hotels Group
1 BBC World News and GMI InterContinental Hotels campaign assessment, 2010