InterContinental Hotels kicks off giveaway with a global 'bed jump'

In its first global campaign as a company, IHG (InterContinental Hotels Group) wanted to offer some fun to consumers, as well as raise awareness of its free nights offer: stay two nights, get a free night at any IHG brand for use later in the year.

Company: IHG (InterContinental Hotels Group)

Campaign: Biggest Free Nights Offer and World's Biggest Bed Jump

PR Team: IHG, Weber Shandwick (Americas), UK-based Mischief

Launch: May 7

Budget: $300,000 - $400,000 for the Americas

Objective: In its first global campaign as a company, IHG (InterContinental Hotels Group) wanted to offer some fun to consumers, as well as raise awareness of its free nights offer: stay two nights, get a free night at any IHG brand for use later in the year. It's running until early July. To create buzz around the campaign, IHG hosted the World's Biggest Bed Jump event on May 7 in New York, Paris, Shanghai, and London, featuring world-famous trampolinists and gymnasts, including Olympian Shawn Johnson in New York.

In its first global campaign as a company, IHG (InterContinental Hotels Group) wanted to offer some fun to consumers, as well as raise awareness of its free nights offer: stay two nights, get a free night at any IHG brand for use later in the year. It's running until early July. To create buzz around the campaign, IHG hosted the World's Biggest Bed Jump event on May 7 in New York, Paris, Shanghai, and London, featuring world-famous trampolinists and gymnasts, including Olympian Shawn Johnson in New York.

Idea: "[It's about] driving awareness of the magnitude and the scope and scale of our company," said Francie Schulwolf, VP of corporate communications for the Americas for IHG, which owns brands like Holiday Inn and Crowne Plaza. "One of the things about the InterContinental Hotels Group is that we've got seven brands... Nobody else can go out there and offer 4,000 hotels.”

IHG also wanted consumers to be reminded of going to a hotel as a kid and jumping on the bed, Schulwolf said. "It's all about engagement," she added. "We want people to get to know our brand better and to participate."

Tools: IHG targeted media in the four cities, but the PR is also focused online, with its microsite, worldsbiggestbedjump.com. "We're doing a lot of activity on Twitter, YouTube, and Facebook," Schulwolf added. Videos were scheduled to be uploaded throughout the day on May 7, and the campaign also has a Flickr page, where consumers can upload their own photos.

Measurement: Visitors to IHG hotels have to enroll online to receive the free night offer, so the company will measure success of the campaign by monitoring enrollment and reservations.

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