Mirum Unlocks Travellers' Curiosity With 'Stories of The InterContinental life'
InterContinental Hotels & Resorts, part of InterContinental Hotels Group (IHG), along with digital agency Mirum, has launched the first in a series of a multi-sensory journeys across InterContinental Hotels & Resorts properties around the world, to discover stories that will incite curiosity in audiences, broaden their minds, and take their imaginations to unexpected places. Each journey uses different mediums to tell stories that enable travellers to experience luxury travel as it should be, and uses podcasts, video content and animated illustrations to immerse audiences in those experiences.
The platform launches with Fascination – the first of the multi-sensory journeys in the series -- and uncovers hidden stories of underground cities, the beauty of using all of our senses, and what drives us to be fascinated. Throughout October, InterContinental will launch additional content covering the topics of Worldliness and Empathy. All journey episodes can be found at life.intercontinental.com.
A series of experts were commissioned to explore the three topics from unique angles. Episodes contain a unique mix of 15 minute podcasts, video storylines, and animated illustrations to immerse the audience into exploring and learning new things.
EPISODE 1 (Oct. 11): Fascination. InterContinental New York Barclay, New York, USA. The more interested we are in the world, the more interesting we become. Discover stories — including one about a secret underground city—that will reveal sides of our world that you’d never expect.
EPISODE 2 (Oct. 17): Worldliness. InterContinental Beijing Sanlitun, Beijing, China Worldliness is the highest form of sophistication. It means feeling at home no matter where you are in the world. In these stories, we discover a global outlook everywhere we go.
EPISODE 3 (Oct. 31): Empathy. InterContinental London Park Lane, London, UK
The more we learn about other people, the more we enrich our own lives. These stories demonstrate how connecting with other people and cultures can deepen our connection to the world.
Jason Moskal, Vice President, Lifestyle Brands, The Americas, IHG said: “Our goal for this campaign is to reignite our guests’ passion for travel and fascination for discovering new places. These stories are meant to evoke curiosity, broaden the mind, and inspire international travel.”
The content lead approach taps into travellers’ aspirations to experience the world and create their own stories, and aims to provoke the worldliness we experience when we travel. It is part of a series of activations globally for InterContinental to focus the marketing strategy on driving consideration and engagement by connecting the brand to what is relevant in culture. The multiple format content will continue to be developed into 2017 to bring the stories to life in the best medium for that subject.
Mirum worked closely with the production company m ss ng p eces to create the first episode. The Fascination video is directed by awarded director Tucker Walsh, and the podcasts star and are edited by Bianca Giaever, a regular contributor to NPR programming. The illustrations are by Greg Betza, with animations from Smith Design.
Dan Khabie, CEO, Mirum Global and North America said: “As experts in experience design, we connect brands and their customers through meaningful content, touchpoints and moments,” said Dan. “InterContinental Hotels & Resorts rich history and stories provided the perfect content to make those connections and give our audience a sophisticated, immersive experience.”