Business to business, or B2B advertising, is most effective when it has a clear benefit and strong call to action. For example, these print campaigns for various IHG hotels were all targeted to professional meeting planners.
For example, the InterContinental Hotels campaign shown below was developed to promote the Insider Collection—a list of one-of-a-kind venues and exclusive meeting activities. It’s a way for meeting planners to make their events truly memorable.
The B2B advertising campaign for Holiday Inn promoted IHG’s bonus rewards program. Meeting planners could earn free travel and hotel stays by booking meetings within a specified time frame. Similar campaigns were developed for Crowne Plaza, Hotel Indigo and other brands.
And to help everyone keep up with IHG’s advertising promotions, we developed the IHG Roadmap, an internal website showing each brand’s marketing, B2B advertising and promotional calendar.