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April 16, 2008

Intercontinental Hotels Group appoints lead marketing agency

IHG (Intercontinental Hotels Group) has announced the appointment of Out of the Blue Communications to lead a 12-month pan-EMEA (Europe, Middle East and Africa) marketing campaign for its Crowne Plaza brand. Crowne Plaza runs 68 hotels across EMEA, with more planned for 2007.

Out of the Blue won the business after a three-way pitch. It will be the lead strategic agency, with event and experiential marketing at the heart of the integrated campaign promoting awareness of the Crowne Plaza brand to the discerning business traveller.

Out of the Blue Communications will work alongside media agency Carat and advertising agency Proximity, with the campaign set to launch in the summer.
Colin Roy, vice president marketing and revenue management, EMEA, IHG, commented: “This is an extremely exciting time for the Crowne Plaza brand within the EMEA region. The brand already has a significant hotel presence in key European and Middle East cities, with many more properties in the pipeline. We are, therefore, delighted to appoint Out of the Blue to work with IHG on this inventive campaign.”

Kerstin Shields, chief executive of Out of the Blue Communications, was understandably delighted with the new contract. “Increasingly, we are experiencing demand from our clients for experiential and event marketing to provide a focus for their strategic marketing campaigns,” she said. “We, therefore, look forward to leading the delivery of an innovative and effective campaign worthy of such a dynamic and successful hotel brand.”

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