Intercontinental Hotel Group (Holiday Inn)
Show garden, RHS Hampton Court Palace Flower Show July 2008
Holiday Inn is about creating a welcoming environment for its guests – something they wanted to demonstrate to a wider audience while also driving sales revenue and obtaining data. By side-stepping the usual definitions of interior and exterior living spaces, and building a beautiful garden at the Hampton Court Palace Flower show – they did just that.
Holiday Inn worked with marketing agency Brandwidth to deliver an integrated campaign that included the RHS Gold Medal winning ‘Holiday Inn Green Room’ show garden designed by Sarah Eberle and a virtual sister environment at greenroom.co.uk.
On-line visitors could enjoy inaugural footage of the scoping, sourcing and build of the show garden process plus details of RHS events, shows and the best places to stay nearby.
Editorial and on-line advertising links from the RHS and Intercontinental Hotel Group web sites, led users to the ‘Green Room’ for the latest gardening news and competitions to win garden makeovers, a SEAT Ecomotive car and numerous other prizes from Holiday Inn partners.
Benefits
From the beginning, Holiday Inn looked to create a mutually sustainable relationship with the RHS that would allow both parties to extend their media assets to each other for equal benefit.
Over the past three years the partnership has grown and Holiday Inn continues to support the RHS and the RHS Show at Hampton Court Palace.
On-line greenroom.co.uk is also constantly evolving and is currently visited by nearly 60,000 unique users a month where it supports all Holiday Inn partner promotions. In an expanded ‘outdoors’ section it continues to heavily promote the RHS and offer exclusive RHS show tickets and hotel packages.
Key facts
- TV: BBC Hampton Court Show footage 2008 - 7.5m viewers
- Radio: BBC and local radio station broadcast approx. 40 hours’ coverage, Including Radio Berkshire: 8 July 132k listeners “Interview with Sarah Eberle”
- Competition entries: More than 52,000 entries to the online competitions via greenroom.co.uk
- Green room microsite: Page Views = 316,815 ,Visits = 90,364, Average dwell time: 3mins 48sec. Highest month average 5m 37secs.
- Revenue: Partnership driven revenue May – August +40% v 07, Leisure Campaign +19% v 07