Like many in 2018, InterContinental Hotels Group announced its intention to remove single-use plastic straws from its global estate by the end of 2019 — an average of 50 million straws per year. But instead of stopping there, it began mapping out other large areas of waste within its global operations and identified miniature bathroom amenities.
After calculating it used 200 million single-use plastic bottles every year, IHG announced all its branded hotels would switch to “bulk,” or larger size solutions, and devised a proactive strategy to announce the initiative to the media.
The New York Times and Financial Times broke the news several hours ahead of other media, resulting in strong initial print and online coverage. Media interviews with the company’s global CEO, Keith Barr, engagement with influential third-party organizations in the climate space, such as the World Economic Forum and key political figures, were all crucial for landing the successful announcement.
IHG’s sustainability campaign was the Iargest social media discussion topic for the company in the past three years, to the tune of 62.4 million impressions. Not only did the announcement reinforce pride in the business, it also shifted perception of how the industry can be a broader force for good, positioning its spokespeople as leaders, with environmental sustainability high on their agenda.
Judge's comment: "This project managed to link both business and environment. An excellent example of the hospitality industry leaning into sustainability.”
Weber Shandwick for N'espresso RE:CYCLE'
To raise awareness of Nespresso’s recycling initiatives, Weber Shandwick partnered with Swedish bike brand Vélosophy to build a bike from recycled coffee pods. The campaign supported the Vélosophy one-for-one promise: with every bike purchased, Vélosophy donated a bike to help young girls go to school in Ghana.
'Safe Water Network Initiative' for Honeywell Hometown Solutions by Weber Shandwick
'Inspiring the Extraordinary: AI for Good' for HONOR by BCW Hong Kong
'HP Reinventing Sustainability' by HP Inc