With 43% lower media budget compared to last year, we leveraged the power of our owned media, both digital (WeChat, Weibo) and in-hotel assets because a hotel group’s greatest communication channel is the voice of its guests.

The fun and interactive games on and offline only added to the excitement around the World Cup, with strong branding elements in all our executions, we were well positioned to create a high volume of earned media.

Even with a 43% lower media budget compared to last year, we were able to accomplish much more, through the clever use of owned, paid and earned media for our campaign.

IHG’s Wechat followers increased dramatically.

220,158 persons mentioned it on WeChat.

Total Impressions is 1,833,715,838.

Crowne Plaza WeChat booking increased almost 10 times before and after the campaign, mobile booking has increased almost 11%.

Key KPI for Crowne Plaza: Trial, Rebounded Significantly after Campaign.