InterContinental Hotels picks Mischief

InterContinental Hotels (IHG) has hired Mischief to promote its new boutique hotel in London.

'The Hanging Gardens of Paddington'
'The Hanging Gardens of Paddington'

The agency is running an online and offline media relations campaign that includes experiential activity. It won the business following competitive pitch.

Hotel Indigo attracted a flurry of media attention during its recent launch for housing the world's largest hanging basket, dubbed 'The Hanging Gardens of Paddington.'

The launch marks the start of IHG's global roll-out of its boutique Hotel Indigo brand. The company has plans to open three more Indigo hotels in London by 2012, and 56 worldwide. There are currently 21 hotels in the US and Canada.

MD Mitchell Kaye reports to EMEA PR director Eleanor Conroy. The contract runs until the end of April.

IHG also owns brands InterContinental Hotels, Crowne Plaza and Holiday Inn.

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