InterContinental Hotels & Resorts brings Asia’s tropical havens to Australia via Ogilvy, Sydney

InterContinental Hotels Group (IHG) today launches the InterContinental Hotels and Resorts ‘Be Immersed’ campaign via Ogilvy, Sydney which brings the brand’s resort properties in Asia to life for Australian travellers.

The integrated campaign will include a month-long takeover of selected pages on Fairfax Media’s websites, and bring the resorts vibe to life in select office buildings across Sydney and Melbourne.

The campaign will see elevators in nine major office buildings in Sydney and Melbourne wrapped in stunning imagery from Vietnam’s prestigious InterContinental Danang Sun Peninsula Resort. In addition, office workers will experience scents and sounds unique to the resort and be greeted by InterContinental ambassadors dressed in the traditional Vietnamese áo dài as they prepare for their work day ahead.

For a truly authentic local experience, and just as they would at an InterContinental resort, people entering in the morning will receive cards providing insider knowledge on a perfect day in Danang, accompanied by botanical scent sachets, from the InterContinental ambassadors. Upon departure in the evenings, each person will receive a “bedtime story” card that offers concierge tips on how to spend an evening in Danang – as all InterContinental guests do as part of the brand’s turndown service.

The campaign is aimed at driving consideration and preference for the luxury hotel brand’s resorts offerings in Asia through an immersion experience. It will run exclusively in Australia, an important target market for InterContinental Hotels and Resorts, to reach out to couples and families looking for an authentic travel experience.

Says Karin Sheppard, chief commercial officer, Asia, Middle East & Africa, IHG: “It is the season for Australian travellers to start thinking about their summer holidays, and the best way to truly showcase our InterContinental Resorts offering is to experience it. To get a flavour of what you can expect at our resorts, we’re tantalising people with the ‘Be Immersed’ campaign which gives them a chance to see, smell and hear a little bit of resort life.”

The campaign begins 21 October and will run till 6 November in the nine office buildings, and until 20 November on Fairfax Media websites. Content will extend onto InterContinental’s websites, social media channels and IHG’s loyalty programme, IHG Rewards Club. For more information on InterContinental resorts, click here.