CASE STUDY

INTERCONTINENTAL HOTELS GROUP

www.thelbma.com

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Follow us on Twitter

@theLBMA

CLIENT OVERVIEW

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Largest hotel company in the world

Operates 4,500 hotels worldwide

8 different hotel brands

United States HQ: Atlanta

About IHG

CAMPAIGN OVERVIEW

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BackgroundIHG aware that location-based servicesbecoming popular among guests.

Wanted to “test the waters” and connect with guests through check-ins.

CampaignSolution: Deliver highly-relevant Tweets to guests from IHG’s branded Twitter account when guests check-in into an IHG hotel property

Messages: Divided equally among “Goodwill” and “Promotional”

HOW IT WORKED

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@cglace Thanks for checking in at Holiday Inn! Get up to 20% off your next booking. http://bit.ly/dizBqO

@adams472 Thanks for checking in w/ Holiday Inn! We’re really glad you chose to stay with us! Enjoy your stay!

CAMPAIGN RESULTS

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Campaign Length: Six weeks between July and September 2010

Delivered Messages: 4,900

Retweets: 100+

CTR: 10x email & banner ads

Key Learnings:

Goodwill messages valuable for generating customer affinity and retweets.

Promotional messages have high CTR and can generate real revenue when tied to proper landing page.