InterContinental Hotels & Resorts won HOTELS’ 2015 Social Hotel Award for Best Use of Digital Video, Brand.
InterContinental Hotels & Resorts leveraged its culinary ambassadors, Russ Lusted, Ian Kittichai and Michel Roux, to embark on a journey to sample local culinary specialties in specific destinations before cooking an authentic dish on the spot. “Chef-to-Chef” was developed in partnership with National Geographic Channel’s Nat Geo People to engage Facebook fans with IHG’s world-renowned chefs.
Videos were uploaded to Facebook and YouTube, and recipes were featured on the campaign’s website.“We believe social media campaigns should ?always be personable and genuine,” says Alfred Tay, social marketing manager for Asia, Middle East and Africa at IHG. “By presenting great information by real InterContinental chefs, we create true connections with our audience, hence differentiating our brand from others.”
The campaign generated over 1 million video views and more than 13,000 engagements. Based on the campaign’s success, IHG also launched a similar program from the Japanese market that ultimately ?added 700,000 views.
For a complete list of the 2015 Social Hotel Awards winners as well as a rundown of the judges, see the October issue of HOTELS.