InterContinental Hotels & Resorts, along with digital agency Mirum, has launched the first in a series of multi-sensory journeys across properties around the world “to discover stories that will incite curiosity in audiences, broaden their minds, and take their imaginations to unexpected places”
At life.intercontinental.com, each journey uses different mediums to tell stories that enable travelers to experience luxury travel, and uses podcasts, video content and animated illustrations to immerse audiences in those experiences.
The content-led approach is part of a series of activations globally for InterContinental to focus the marketing strategy on driving consideration and engagement by connecting the brand to what is relevant in culture. The multiple format content will continue to be developed into 2017 to bring the stories to life in the best medium for that subject.
The platform launches with Fascination – the first of the multi-sensory journeys in the series – and uncovers “hidden stories of underground cities, the beauty of using all of our senses, and what drives us to be fascinated.”
Throughout October, InterContinental will launch additional content covering the topics of Worldliness and Empathy.
A series of experts were commissioned to explore the three topics from unique angles. Episodes contain a unique mix of 15-minute podcasts, video storylines, and animated illustrations.
“Our goal for this campaign is to reignite our guests’ passion for travel and fascination for discovering new places,” said Jason Moskal, vice president, Lifestyle Brands, The Americas, IHG. “These stories are meant to evoke curiosity, broaden the mind, and inspire international travel.”