With more than 50 hotels across Japan, IHG Hotels & Resorts runs a lot of campaigns online. At Paradigm, we support IHG in producing piles of promotional materials, including digital banner ads.
The first IHG campaign we worked on went live during the Rugby World Cup in 2019 and highlighted IHG hotels across the country where rugby matches were being played. We suggested content ideas, created digital banners, and wrote several promotional newsletters.
Since the fall of 2021 — when the IHG team asked us to help with its annual autumn campaign for Japan — we have helped the group with all its promotional campaigns in Japan. These have included other seasonal campaigns, the Guest How You Guest global marketing campaign, as well as work for individual IHG brands, such as Kimpton, Crowne Plaza, and Holiday Inn Express. Paradigm is the group’s retained agency for creative support for the Japan market.
IHG asks us to come up with each promotional campaign concept and look. In addition to designing banner ads, we are responsible for the localization of English messaging or else creating original content tailored for the Japan market. We then produce all the assets for the campaigns. The ads we create appear on IHG websites and various digital channels. These include Facebook, Instagram, and LINE, as well as news sites, such as SmartNews. We are also helping the firm take its campaigns to other markets in Asia as well as Oceania.
Various platforms we've produced ads for
In addition to seasonal promotions, Paradigm does a wide variety of work for IHG. We create campaign-specific landing pages. We write Japanese and English content for IHG’s electronic direct mail (eDM) marketing, which is sent out to its database of One Rewards members. And we produce marketing campaigns for special offers and new hotel openings.
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.
“At IHG, we work in a fast-paced, dynamic environment. So, we need agency support that we can trust to deliver quality work consistently and on time — and when we need action on rush jobs,” says Campbell Troy, senior manager of campaign management for Japan, Australasia, and the Pacific at IHG. “When we have requests that are a little outside the box, Paradigm will always consider the issue and try to solve it. The team has demonstrated again and again that they are here to support IHG for the long term with their proactive stance in client management.”
