Advertising Campaigns: Intercontinental Hotels

InterContinental Hotels & Resorts is launching a new global brand advertising campaign on 26 September.

InterContinental's new advertising campaign is the result of positioning work that has been ongoing since late 2004. The brand's new tagline challenges its audience to answer the question, “Do you live an InterContinental Life?”

The campaign launch consists of a television commercial filmed in Sydney, Australia, featuring Australia's Challenge Yacht, named Spirit, built for the 1992 Americas Cup in San Diego. The campaign's first print executions feature photography shot on the beaches and in the local markets of Bali, Indonesia.

The television spot will air on CNN International as well as in-flight programming on British Airways, United, American, Emirates and Singapore airlines. The print media schedule includes insertions in The Wall Street Journal, The New York Times, Newsweek, Time Magazine, Forbes, The Financial Times, Economist, The Times and Business Week as well as major in-flight publications.

The campaign launches on Monday, 26 September and continues through the 2005 business travel season.

Tustin, CA, based Al Punto Advertising is Intercontinental Hotels & Resorts Hispanic advertising agency. In 2004 itimplemented a campaign in the Houston, Chicago, San Antonio and Miami markets. It targeted both business and leisure travelers through 30-second television spots, radio commercials and print ads in key targeted publications.