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Iris > Case Studies > Hotel Indigo's Color of Pride: An IoT Case Study
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Hotel Indigo's Color of Pride: An IoT Case Study

Applicable Industries
  • Finance & Insurance
Applicable Functions
  • Sales & Marketing
The Challenge
Hotel Indigo, a part of the InterContinental Hotels Group (IHG), wanted to expand its support for the LGBTQ community and join in the Pride celebrations that take place every June. The challenge was to build on the success of their 2017 Pride campaign and create a more expansive offering for 2018. The goal was to develop content that would support a digital media partnership with Daily Beast, a paid social media flight, and influencer activations on key properties. The campaign was meant to welcome the LGBTQ community to the hotel and feature Pride celebrations around the country. The challenge also involved creating a turnkey solution for hotel locations that chose to participate, complete with a variety of marketing materials and suggestions for on-site activations.
About The Customer
The customer in this case study is Hotel Indigo, a part of the InterContinental Hotels Group (IHG). Hotel Indigo is a chain of boutique hotels that are part of the InterContinental Hotels Group. It is known for its unique hotels which are designed to reflect the culture, character and history of the neighborhoods they are located in. Hotel Indigo has properties around the country and is a champion of equality, self-expression, and individuality. The hotel chain is a supporter of the LGBTQ community and joins in the Pride celebrations every June with its Color of Pride campaign.
The Solution
To meet the challenge, Iris Atlanta created a branded toolkit and implementation guide. This served as a comprehensive solution for hotel locations that chose to participate in the campaign. The toolkit included a bank of dynamic social posts and digital banner content, flair pins, illustrated postcards, flags, and more. These were distributed to guests, along with a number of useful tools and suggestions for on-site activations. In addition, Iris Atlanta partnered with Smilebooth to create a branded GIF booth at four premier Hotel Indigo properties across the country: El Paso, Baltimore, Los Angeles, and Nashville. This partnership generated a robust bank of engaging user-generated content (UGC) and organically spread the branded hashtag for the event: #ColorOfPride.
Operational Impact
  • The operational results of the campaign are yet to be confirmed as the campaign was still ongoing at the time of the case study. However, the campaign was expected to generate a significant amount of user-generated content through the branded GIF booth, spread the branded hashtag #ColorOfPride organically, and increase the visibility of Hotel Indigo's support for the LGBTQ community. The campaign also provided a turnkey solution for hotel locations that chose to participate, making it easier for them to join in the Pride celebrations and welcome the LGBTQ community to their properties.

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