ANA InterContinental Beppu Resort & Spa

Project scope
Branding, Positioning, Key Messaging, Copywriting, Translation, Graphic Design, Website Design, Development & Support

On August 1, 2019, IHG Hotels & Resorts opened of one of Japan’s most luxurious hotel resorts and spas — ANA InterContinental Beppu Resort & Spa. IHG engaged Paradigm to design and develop a website for this ambitious new hotel. We also created positioning statements, key messaging, and all content for the site.

First, the writing and design teams visited the site in Oita Prefecture to be inspired by the location and start to develop the core narrative. We then worked closely with the IHG team to craft key positioning statements. After that, the team wrote body copy in English, which was then translated into Japanese, Korean, and Chinese.

Next, we moved into the wire-framing and design phase. The site needed to be created based on InterContinental’s new brand guidelines — the first such site in the world — so no pressure! Because of this, we were extremely careful to ensure that color, typography, patterns, etc. were correctly applied throughout the site.

Finally, we developed the website and tested it. It was critical that the site go live on April 1, with all booking system integrations working and the site fully tested. Of course, we delivered on that.

In addition to the website project, we were also commissioned to create branding for all the R&B outlets in the new property. Scroll down to see our logos below for Elements: Atelier and Bar, The Lounge, and Aqua.

“Everybody loves the website!” said Michaela Smith, area director of sales & marketing at InterContinental Osaka. “Thank you Paradigm team for being amazing and doing such a great job.”

As a result of our success on this project, Paradigm has become IHG’s digital agency vendor of choice in Japan. We are currently working with the IHG team on a number of exciting upcoming projects.