Project overview
Paradigm helps IHG Hotels & Resorts group get its message out
In the autumn of 2022, ads for IHG’s Guest How You Guest global marketing campaign began appearing in some very prominent places in Japan.
Millions of people saw them. They appeared on Yamanote Line trains, on digital billboards in Shinjuku and at Tokyo Station, on digital posters in the Osaka–Umeda concourse, in Japan Airlines’ in-flight videos (on both domestic and international routes), as well as at a number of other locations with significant foot traffic.
To roll out this eye-catching marketing campaign, the global hotels group asked Paradigm for help. We were responsible for the localization, Japanese copywriting, and asset creation.
In addition to the out-of-home (OOH) ads, we produced paid social media advertisements on channels such as YouTube, Facebook, Instagram, and LINE.
Through this campaign, we helped IHG get in the faces and in the feeds of people across the country.
Getting close
Our relationship with IHG began in 2018. That was when we won a competitive pitch to develop a website for the InterContinental brand’s first property in Kyushu: the ANA InterContinental Beppu Resort & Spa.
After delivering this important project the following year, we were asked to write, design, and develop a website for another IHG brand, Hotel Indigo, which was opening its first hotel in Japan. So, we created the site for Hotel Indigo Hakone Gora. And we were asked to apply the hotel’s newly updated brand identity and tone of voice guidelines.
Since the fall of 2021, we’ve supported IHG with all its promotional campaigns in Japan, including the creation of digital banner ads for seasonal campaigns, and Paradigm is now the group’s retained agency for creative support for the Japan market. Over the years, we’ve gained a strong understanding of the IHG brand, its business, and its customers’ needs. We’ve also developed a close relationship with the IHG team.
“Paradigm consistently brings our campaigns to life in exciting ways,” says Campbell Troy, senior manager of campaign management for Japan, Australasia, and the Pacific at IHG. “Their teams have a deep understanding of our brands’ guidelines and creative platforms. This allows them to create localized initiatives that impact our campaigns and complement our brands’ global presence.”
Getting in more faces
Paradigm’s relationship with IHG keeps getting stronger, and we are now also helping the firm take its messages to other markets in Asia as well as Oceania.
We can’t wait to get in more people’s faces.
