Iris Case Studies Launching IHG's Wellness Hotel Concept: A Case Study on EVEN

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	Launching IHG's Wellness Hotel Concept: A Case Study on EVEN Iris

Launching IHG's Wellness Hotel Concept: A Case Study on EVEN

Iris

Applicable Industries	Consumer Goods
Challenge	The challenge was to launch EVEN, IHG's new wellness hotel concept, which was primarily targeted towards business travelers. The concept of a 'wellness hotel' was quite subjective and left consumers confused about what they were checking into. The task was not just about building awareness but creating a new category in the hospitality industry. The nebulous concept of wellness was not enough to attract customers, and there was a need to define the amenities of EVEN in a way that would resonate with potential guests. Read More
About Customer	The customer in this case study is IHG, a multinational hospitality company. IHG was looking to launch a new wellness hotel concept, EVEN, targeted primarily towards business travelers. The challenge was to not only build awareness for this new concept but also to create a new category in the hospitality industry. IHG needed a strategy that would clearly define the concept of a 'wellness hotel' and resonate with potential guests, helping them understand what they were checking into. Read More
Solution	The solution was to leverage consumer research to define EVEN's wellness amenities by their real benefit: the ability for guests to maintain their routine while traveling. This insight led to the creation of a branding concept with a key message: 'Keep Your Good Thing Going.' A large bank of still and video content was produced, which was used to create print, social, and digital assets for IHG and its partners. This included a 360-degree mobile banner with a VR-style room tour, and three films that used real guest stories to define the concept of a 'wellness hotel' by its benefits. The initial results were promising, and plans were already underway to help EVEN grow its position as the first name in a new category. Read More Log in to view content
Contents

Applicable Industries

Consumer Goods

Challenge

The challenge was to launch EVEN, IHG's new wellness hotel concept, which was primarily targeted towards business travelers. The concept of a 'wellness hotel' was quite subjective and left consumers confused about what they were checking into. The task was not just about building awareness but creating a new category in the hospitality industry. The nebulous concept of wellness was not enough to attract customers, and there was a need to define the amenities of EVEN in a way that would resonate with potential guests.

About Customer

The customer in this case study is IHG, a multinational hospitality company. IHG was looking to launch a new wellness hotel concept, EVEN, targeted primarily towards business travelers. The challenge was to not only build awareness for this new concept but also to create a new category in the hospitality industry. IHG needed a strategy that would clearly define the concept of a 'wellness hotel' and resonate with potential guests, helping them understand what they were checking into.

Solution

The solution was to leverage consumer research to define EVEN's wellness amenities by their real benefit: the ability for guests to maintain their routine while traveling. This insight led to the creation of a branding concept with a key message: 'Keep Your Good Thing Going.' A large bank of still and video content was produced, which was used to create print, social, and digital assets for IHG and its partners. This included a 360-degree mobile banner with a VR-style room tour, and three films that used real guest stories to define the concept of a 'wellness hotel' by its benefits. The initial results were promising, and plans were already underway to help EVEN grow its position as the first name in a new category.

Impact #1	The operational results of the strategy were highly positive. The clear definition of the 'wellness hotel' concept and the effective branding strategy resonated with potential guests, leading to significant increases in aided awareness, consideration, brand favorability, and perceptual metrics. The use of real guest stories in the promotional films helped to further define the concept and its benefits, making it more relatable and appealing to potential guests. The successful launch of EVEN has positioned it as the first name in a new category in the hospitality industry, setting a strong foundation for its future growth.

Impact #1

The operational results of the strategy were highly positive. The clear definition of the 'wellness hotel' concept and the effective branding strategy resonated with potential guests, leading to significant increases in aided awareness, consideration, brand favorability, and perceptual metrics. The use of real guest stories in the promotional films helped to further define the concept and its benefits, making it more relatable and appealing to potential guests. The successful launch of EVEN has positioned it as the first name in a new category in the hospitality industry, setting a strong foundation for its future growth.

Benefit #1	47.9% Increase in Aided Awareness
Benefit #2	95.2% Increase in Consideration
Benefit #3	66.7% Increase in Brand Favorability

Benefit #1

47.9% Increase in Aided Awareness

Benefit #2

95.2% Increase in Consideration

Benefit #3

66.7% Increase in Brand Favorability

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Overview

Launching IHG's Wellness Hotel Concept: A Case Study on EVEN

Operational Impact

Quantitative Benefit