Evolving Luxury
Challenge:
The world’s first international hotel brand, InterContinental Hotels & Resorts, is a pioneer and innovator in the industry. Their ability to blend high-end global standards and distinct local culture has made them successful for generations.
The problem was their branding didn’t reflect any of this.
As InterContinental completed a brand repositioning, they came to Armchair to authentically communicate these inherent traits to their consumers.
Furthermore, they had to bring all of this to the brand’s website while lifting a $120MM revenue channel.
Solution:
Armchair knew they couldn’t just redesign InterContinental’s site. They needed to create a new look that set executional standards for the brand’s visual design, voice and interactivity.
Armchair’s central focus was making the website become the brand. And while aspirational brand definitions were on-hand, extensive research into the preferences and perceptions of the InterContinental audience provided insight to make the goal a reality. Once they understood the target, the goal became attainable.
The new site carried enhanced content and in turn drove transactions. The design was characteristically dignified without being aloof and managed to convey the brand’s personality flawlessly.
Results:
The new InterContinental.com successfully lifted InterContinental’s online presence and gave them a flexible destination that facilitates conversions and positively influences brand perceptions
Armchair continues to consult and execute projects for InterContinental. Recently, the company has depended on Armchair for everything from social media and concierge services to event planning and experience packages.
