H+K says that cash used to build the room totals £20m – the amount that travellers can save per year if they book hotel stays direct with a hotel company rather than through price comparison sites. The stunt marks the launch of InterContinental Hotels Group’s (IHG) Lowest Price Promise – a guarantee that guests will get the lowest rates when they book directly with IHG.
It is the start of a broader integrated campaign for IHG Rewards Club, which will include advertising, although today's launch is purely PR led.
The agency is encouraging people to take pictures on the hotel bed and share them on social media.
According to a press release, consumer regulations are currently being changed to "give hotel groups more flexibility when it comes to offering their guests the lowest prices available".