The Challenge
IHG Hotels & Resorts is a global hotel group operating brands including Holiday Inn, Crowne Plaza and InterContinental. A hotel group with brands at different price points cannot run one campaign. Content for a budget brand and a luxury brand need different creators, different production values and different audiences.
Our Approach
We ran the largest campaign in this group, structured by property and brand tier.
- 228 pieces of content were produced, allocated across properties rather than the group as a whole
- Creators were matched to the brand tier and location their audience actually books
- Briefs were written per property, reflecting what each site offers
- All content passed brand approval before publication to meet group standards
Matching creators to brand tier is what kept the content credible, a luxury property promoted by the wrong creator damages both.
The Results
228 pieces of content reached an audience of 12,970,266 at a 4.3% engagement rate.
Running One Shortlist Process Across an IHG Property Portfolio
Multi-property campaigns are built the same way as any Terrier influencer campaign, scaled up: a shortlist per property and brand tier, checked by hand for audience fit rather than reach alone, with usage and exclusivity terms agreed before creators go into production. Each property’s brief is written and approved separately, then content runs to a single group-level report so performance can be compared across brands and locations.
What 12.9 Million in Reach Across 228 Pieces Shows
228 pieces of content reaching 12,970,266 people at a 4.3% engagement rate is a visibility figure across a portfolio of hotel brands, not a bookings or revenue number. What it shows is that content matched to the right brand tier and property held attention across a very large, geographically spread audience, the scale problem the Challenge section describes.
