TED – The Future of Local THE CHALLENGE InterContinental Hotels & Resorts badly needed to leverage the existing and underutilised partnership in with TED.com. The business needed a ‘campaign’ that not only supported their global positioning but would provide inspirational content cutting through via their guest loyalty programme and social media channels. The page was blank when we arrived to help out. Love a blank page. THE SOLUTION Working very closely with the InterContinental global brand team and TED we created the ‘Future of Local’ campaign exploring the impact of globalisation on local communities and identity. We spent significant time researching how to engage this sophisticated and discerning audience who would quickly see through a ‘brand-slapping’ partnership. WE DELIVERED A multi-award winning campaign launched by a video asking the key questions to the TED community. A microsite hosting the film and engaging the audience into the conversations with updates on the live debates. The site shattered existing engagement records and was awarded EarthCheck Gold certification in Hong Kong. PROJECTTED – The Future of LocalCATEGORYFilmCLIENTInterContinental Hotels 'Sometimes you do something you're really proud of, usually, the stuff that can truly make a difference to the world around us, this clearly falls into that category.' Gerry Connell, InterContinental Hotels and Resorts.