InterContinental used BBC sponsorship to reinforce InterContinental Hotel’s & Resorts’ reputation for local expertise, creating brand awareness and favourability in the process. The five-part sponsorship supported by a dedicated section on bbc.com and a splash page BBC Mobile. The campaign resulted in 47% of those exposed to the InterContinental planned to stay with InterContinental over the next 12 months, a 38% increase over those who had not seen the ads on BBC platforms.
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Brand: InterContinental | Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC Banner ads |
“InterContinental Hotels & Resorts needed to raise awareness and consideration amongst an ad adverse leisure audience. We also wanted to change audience perceptions. The opportunity to sponsor The Real... on BBC World News helped us meet our marketing objectives in a credible and entertaining way.”- Geraldine Connell, Director, Global Brand Marketing, InterContinental Hotels Group
