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Case study

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IHG - When only the very best will do.  

How to create a Target Value Proposition that brings quality to life for IHG Luxury & Lifestyle.  

Category: Employer Brand  
Client: IHG

This new era is off to a strong start. Within three months:  

60000
views

of Andre’s video on LinkedIn 

1100

likes, loves and celebrations on LinkedIn 

1200
clicks

from our LinkedIn campaign

57

specialist hires made so far 

IHG were ready to Lead a New Era. 

IHG Hotels & Resorts is home to some of the more recognised and prestigious names in global travel. After the pandemic changed the landscape, IHG wanted to do more than just rebuild their worldwide Luxury & Lifestyle team – they wanted to Lead a New Era of luxury travel. This meant recruiting elite General Managers (GMs) who were ready to lead from the front. 

Our Process:

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The approach

A 5* approach for a unique audience.  

GMs are the living embodiment of the luxury brands they represent and it’s their mission to make sure guests have an unparalleled experience. They’re a rare breed. They’re highly sought after too, so we needed hyper-targeted, super-relevant content that grabbed their attention and told a powerfully personal story.   

Our approach was built around peer-to-peer storytelling featuring Andre, a Six Senses GM based in Portugal. We aimed to inspire viewers with a high-end video that did justice to Andre’s passion and the unforgettable experienceshe creates every day. So we went to Portugal, to experience it ourselves, shoot stunning footage and get an incredible insight into life and work behind the scenes. 

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What we learned

We discovered the next-level attention to detail that good GMs have. So, like a good GM, we knew that every detail had to be perfect. And we didn’t want our fantastic video content to live in isolation. So we focused on every part of the talent lifecycle, from attraction assets and creative social content to polished and personalised candidate and onboarding packs. These packs can be edited by the IHG team, so that each one is unique to the GM it’s being created for.

Key takeaways:  

  •        Embody the luxury. 
  •        Appeal to all the senses. 
  •        Weave consistency throughout. 
  •        Be brave enough to be different.  

The outcome:

The video and supporting campaign captured people’s imaginations immediately. Within three months, we achieved amazing results.   

Big results: 

  • 60,000 views of Andre’s video on LinkedIn 
  • 1,100 likes, loves and celebrations on LinkedIn 
  • 1,200 clicks from our LinkedIn campaign
  • 57 specialist hires made so far 
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