SITUATION: The InterContinental brand at InterContinental Hotels Group (IHG) prides itself on being in tune with its guests and what they expect. Being “In the Know” is important to their guests, and InterContinental delivers that onsite via its informed staff. However, IHG wanted to take this insider guest’s experience even further by providing exclusive advice from the hotel employee who knows their city best, the concierge. By combining the knowledge they already provide to the guest, with the new and up-to-date mobile technology of the iPad, IHG’s mobile team devised the InterContinental Concierge Insider Guides iPad app, the world’s first hotel branded travel application of its kind. This app embraces innovation in providing the guest with an unforgettable travel journey by featuring property-by-property concierge videos, which include tips and a virtual guide the guest can take with them anywhere. STRATEGY: The key message was to enrich the curiosity of the InterContinental guest by providing them with the InterContinental Concierge Insider Guides iPad app as a pre-stay guide to make their experience memorable. Providing this one-of-a-kind app to guests allows them to remain “In the Know” with a special experience. OBJECTIVES: The brand related goals were: • Provide an experience that touches on the core values that the InterContinental guest cares more about: connectedness, enrichment, self knowledge and enjoyment. • Assist guests through their travel modes: prepare, orient, acclimate, immerse and reflect, as they explore new locations and destinations. • Drive brand loyalty by providing a travel experience that taps into the collective knowledge and experiences of InterContinental Concierge Teams. • Enhance the brand image and reach by leveraging the iTunes store. • IHG had the following call to action goals: - Drive engagement and revenue by offering the app for free to all iPad users to encourage bookings; - Use the app as a gateway vehicle to market other IHG branded products, such as pre-stay offers or other mobile services, like the iPhone app; - Use the app as a vehicle to promote staying at the individual hotel properties.