推出 IHG 健康酒店概念：EVEN 案例研究
适用行业
- 消费品
关于客户
本案例研究中的客户是 IHG，一家跨国酒店集团。洲际酒店集团希望推出一种新的健康酒店概念 EVEN，主要针对商务旅客。我们面临的挑战不仅是要提高人们对这一新概念的认识，还要在酒店业创建一个新类别。洲际酒店集团需要制定一项战略，明确定义“健康酒店”的概念，并与潜在客人产生共鸣，帮助他们了解自己入住的酒店。
挑战
我们面临的挑战是推出洲际酒店集团全新的健康酒店概念 EVEN，该酒店主要针对商务旅客。 “健康酒店”的概念相当主观，让消费者对他们所入住的酒店感到困惑。这项任务不仅在于提高知名度，还在于在酒店业创建一个新类别。模糊的健康概念不足以吸引顾客，需要以能引起潜在客人共鸣的方式定义 EVEN 的设施。
解决方案
解决方案是利用消费者研究来定义 EVEN 健康设施的真正好处：让客人在旅行时保持日常生活的能力。这种洞察力催生了一个品牌概念，其关键信息是：“让你的美好事物继续下去。”制作了大量静态和视频内容，用于为洲际酒店集团及其合作伙伴创建印刷、社交和数字资产。其中包括带有 VR 风格房间游览的 360 度移动横幅，以及三部利用真实宾客故事通过其优点来定义“健康酒店”概念的影片。初步结果令人鼓舞，并且计划已在实施中，以帮助 EVEN 巩固其在新类别中的第一名的地位。
运营影响
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