Hotel Indigo, part of IHG’s Luxury & Lifestyle portfolio, is debuting its largest marketing campaign this month, and will rolls out in phases around the world.
Titled The World’s Neighborhood Hotel, the campaign aims to inspire travellers to explore by unearthing the hidden gems that can only be found in a neighbourhood. It is designed to celebrate how guests can discover, or rediscover, some of the most inspiring and culturally rich neighbourhoods in and outside the hotel.
In a global survey from Hotel Indigo, the brand reveals 73 per cent of respondents feel it is important for the hotel they stay in to be connected to the local neighbourhood as it may inspire more adventurous activities, the desire to try new things, and meet new people.
The campaign builds on the fact that when you stay at a Hotel Indigo, you not only visit a place, but fully immerse in it and take a little bit of it home with you.
Each individual property is inspired by local neighbourhood cues, with highlights ranging from a unique selection of vinyl Shibuya-Kei records in each guestroom at Hotel Indigo Tokyo Shibuya and infused elements reminiscent of Old Hollywood at Hotel Indigo Los Angeles Downtown, to Hotel Indigo Brussels – City only using locally-sourced ingredients in its restaurant, and every floor of Hotel Indigo Dubai Downtown featuring local artwork.
Carol Hoeller, vice president global brand management, Hotel Indigo, said: “For our guests, Hotel Indigo isn’t just a place to stay – it’s a reason to travel. It’s a destination all on its own, and The World’s Neighborhood Hotel embodies that. The campaign beautifully juxtaposes the inside and outside, and how our brand and the communities in which we exist are inseparable.”
Chloe Banicevic, creative director at Anomaly, shared: “We wanted this campaign to be a journey of discovery and wonderment. The creative captures the real culture and emotion behind the neighbourhoods featured in a soul-stirring way. We wove in iconic sights and sounds as well as people living, connecting, and seeking out incredible things and hidden gems. We wanted it to be more than just a homage to the neighbourhood – we wanted it to be an invitation to come and experience it for yourself.”
The international campaign will feature images and videos personalised for the next-gen explorer through a variety of media and social media channels worldwide.