Hotel Indigo is launching what it says is its largest marketing campaign in brand history.
Themed “The World’s Neighborhood Hotel,” the multi-million-dollar campaign celebrates the people, places and experiences that make a neighborhood one-of-a-kind.
The IHG Hotels & Resorts brand used the insights from a global survey of 6,000 consumers across six different countries as the jumping-off point for the campaign.
The survey found that one in two travelers have questioned their life’s trajectory after coming home from a trip, and 63% have made major life decisions after travel.
Almost three quarters (73%) of respondents feel it is important for the hotel they stay in to be connected to the local neighborhood, as it may inspire more adventurous activities, the desire to try new things, and meet new people.
“For our guests, Hotel Indigo isn’t just a place to stay -- it’s a reason to travel,” Carol Hoeller, vice president global brand management for Hotel Indigo, says in a release. “It’s a destination all on its own, and ‘The World’s Neighborhood Hotel’ embodies that. The campaign beautifully juxtaposes the inside and outside -- and how our brand and the communities in which we exist are inseparable.”
The campaign from Anomaly rolls out globally this month, in phases. Although it is an international media campaign, the effort aims to evoke local feeling, according to the brand.
The images and videos, personalized to the next-gen explorer, will appear online, in television, cinema, digital out-of-home placements, and on brand social channels such as TikTok, Instagram, Facebook and LinkedIn.
With survey results also uncovering that 55% of travelers have changed their plans because of a recommendation from a local, Hotel Indigo will create custom neighborhood guides through strategic partnerships to further spark that desire to experience an authentically local stay.
Today, there are 145 Hotel Indigo properties open, with another 128 in the pipeline. The brand is committed to doubling its portfolio globally over the next three to five years.