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January 11, 2009

Holiday Inn relaunch takes top honours at IVCA Awards

A weeklong live campaign by the InterContinental Hotel Group (IHG) to re-launch the new-look Holiday Inn brand to owners, investors and general managers across the Europe, Middle East and Asia region won the Best Internal Experience Category at the IVCA LiveCom Awards in December.

Created by experiential marketing and brand agency Pimento, the campaign successfully showcased the new brand to 3,000 delegates. The event was split into two distinct phases: a rolling conference for different target groups and the Holiday Inn Experience to re-launch the brand.

Pimento created a time tunnel journey, in the form of a cinematic film experience, that traced the history of the Holiday Inn brand from its inception in middle America in the 1950s through to present day. This included a theatrical reveal of the new ‘hallmarks’ that will differentiate the Holiday Inn chain, which IHG hopes will set the standard for the industry over the next decade.

“We’re delighted to have won this award, which is tribute to the team involved,” said Stephen Knight, founder and managing director of Pimento. “It was a privilege to work on this amazing project, which involved a huge number of very talented people. The total project team ran to just over 400 and the end result was a brand experience that will act as a launch platform for one of the world’s most iconic brands.”

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