IHG Prepares For New Brand Launch

InterContinentfront-deskal Hotels Group is preparing to launch a new wellness-focused hotel brand called Even.

The hotel company has named Engauge as agency of record for the brand, which will offer travelers a holistic wellness experience.

The brand expects to open its first property in 2013, with plans to sign 100 locations in the U.S. in the next five years under managed and franchised agreements in key markets including New York, Washington D.C., and San Francisco.

The brand has already launched a Web site, Facebook page and Twitter account. The Facebook page includes visuals of what the hotel could look like based on artists’ renderings.

Even will aim to keep guests’ routines on track and thriving while on the road. The hotel will provide solutions for all aspects of travelers’ wellness needs in the areas of food, work, exercise and rest. No other brand provides such a complete wellness offering under one roof at this price point, says Mollie Tregembo, director of marketing for Even Hotels.

“We’re a brand inspired by our target consumer and thinking outside of category norms is critical; therefore, we needed an agency that could help launch our marketing efforts both inside and outside of traditional channels,” Tregembo said in a release. “Engauge is precisely that kind of agency. Their ability to ground their work in the EVEN Hotels consumer research and then push the limits of traditional marketing while also introducing new avenues of promotion, directly mirrors our brand’s vision.”

Involved from day one, Engauge worked closely with the IHG team to help develop and hone the new brand -- a process that ranged in scope from helping to refine the brand identity to assisting with design of in-hotel collateral.

“Throughout the process, IHG’s in-depth consumer insight research served as the guiding principle to understand and reach our target guest, and this will continue to be a focus,” says Jeff Hilimire, president of Engauge. “The Even Hotels’ target guest is as passionate about his or her lifestyle and wellness routine as are the hotel team members. We want to tap into these guests to shape both the experience and the messaging around it to further define the brand’s holistic approach to travel.”

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