IHG Way of Sales
InterContinental Hotels Group (IHG) is made up of 15 market-leading brands, across the globe. As part of their sales network, the Group has over 18,000 on and off property individuals, all aiming to deliver higher quality revenue by being the best-in-class within the hospitality industry. To support them with this, IHG created a portal called IHG Way of Sales – a gateway to tools, news and learning opportunities for sellers.
The portal was underutilised in its current format and so our challenge was how do we communicate the features and benefits of this valuable asset across the globe, to a disparate audience? An audience that includes on-property sellers many of whom are employed by hotels/management companies and not IHG directly.
We made a 2D animation, with voice-overs in English and Mandarin. Using an energetic design to represent the portal, we delivered the key messages through abstract storytelling around the top features and associated benefits, all represented in the newly launched IHG Masterbrand. By delivering content this way, we encouraged engagement and understanding to ultimately increase access and application of the available assets.