IHG Your Rate

IHG Your Rate

IHG Your Rate

IHG
  –  
03
.
17
.
2017
Various banners for the Your Rate campaign from all of our different brands. It is very colorful and dynamic

problem

Online Travel Agencies (OTAs) remove IHG from the equation by providing a one-stop shop for booking, which hurts sales and takes away the ability to sell an experience that is more customized and profitable.

solution

Your Rate, a brand-led, member-only price guarantee that the lowest available rates can be found exclusively by booking through IHG.com.

A photo of a guest doing yoga in a hotel room in an EVEN hotel on a mat, and on the mat is the word "Relax."
A photo of a guest doing yoga in a hotel room in an EVEN hotel on a mat, and on the mat is the word "Relax."
A photo of a guest doing yoga in a hotel room in an EVEN hotel on a mat, and on the mat is the word "Relax."
A photo of a guest doing yoga in a hotel room in an EVEN hotel on a mat, and on the mat is the word "Relax."

Too Many Dang Cooks 

It was a grueling 2 months.

Between going toe-to-toe with agencies like Ogilvy & Mather and Interbrand, round after round of grueling review, and countless changes coming from left and right, I was beat. The creative was the easy part, but the translations were what killed us; without the intimate knowledge of our sites that my team possesses, their solutions to our problems didn’t account for correct sizing, navigation, and so on. But I managed; I took the deck we were given and turned it into over 250 assets in 4 different languages in the span of one week. It took  of doing, and here's just a small taste of how we got it done:

Initial iterations of the logo I made for "Your Rate". Each of them are round badges, some with a ribbon on it that says "IHG Rewards Club" on it, while otehrs have stars. Some are orange, and others are grey.
Initial iterations of the logo I made for "Your Rate". Each of them are round badges, some with a ribbon on it that says "IHG Rewards Club" on it, while otehrs have stars. Some are orange, and others are grey.
Initial iterations of the logo I made for "Your Rate". Each of them are round badges, some with a ribbon on it that says "IHG Rewards Club" on it, while otehrs have stars. Some are orange, and others are grey.
Initial iterations of the logo I made for "Your Rate". Each of them are round badges, some with a ribbon on it that says "IHG Rewards Club" on it, while otehrs have stars. Some are orange, and others are grey.

THE BID

Pitted up against two power-house agencies, it was up to me to represent my internal design organization (IHG Digital Design) in a bid to create a logo to encapsulate IHG's book direct program. Drafting a proposal for such an endeavor from within the organization itself was both beneficial and detrimental at the same time; having input from several of our marketing team members helped our presentation to be a pointed one with the business in mind, but would ultimately hamper our potential to compete with a more creative vision of an agency not hampered by internal expectations.

Through several iterations, our solution was a sort of badge. By collecting together the important elements (rewards club logo, descriptive promise) these badges were build to span multiple viewports and encapsulate the spirit as well as the value of the proposition. However, between version one and version 7 the flavor was diluted by the ridiculous level of input I was receiving. The image above shows the last version of the badge with soul, before the heavy-handed neutering came to pass.

IHG homepage featuring an image of a family holding hands on the beach. On top of the image is promotional copy and the logo for the your rate campaign,. which simply reads "Your Rate"
IHG homepage featuring an image of a family holding hands on the beach. On top of the image is promotional copy and the logo for the your rate campaign,. which simply reads "Your Rate"
IHG homepage featuring an image of a family holding hands on the beach. On top of the image is promotional copy and the logo for the your rate campaign,. which simply reads "Your Rate"
IHG homepage featuring an image of a family holding hands on the beach. On top of the image is promotional copy and the logo for the your rate campaign,. which simply reads "Your Rate"

THE BUY

Ultimately, our solution, up against the wholistic experience as presented by the other agencies, simply couldn't hold up.

However, the ambitious work selected to represent the book direct channels was anchored down by one significant caveat; it didn't take into consideration any existing IHG design systems in any capacity. Take, for example, the accompanying image; the (proposed) hero here removed all required hero space text/CTAs while simultaneously managing to propose changes to all of IHGs navigation. And so it fell on me to translate the work which Interbrand did into hundreds of assets in a very short timeframe; 10 days, to be precise.

A man and a woman sitting on a pier next to a straw hut, looking out onto a beautiful blue ocean in from of them underneath a bright blue sky. This is an image we used in the campaign
A man and a woman sitting on a pier next to a straw hut, looking out onto a beautiful blue ocean in from of them underneath a bright blue sky. This is an image we used in the campaign
A man and a woman sitting on a pier next to a straw hut, looking out onto a beautiful blue ocean in from of them underneath a bright blue sky. This is an image we used in the campaign
A man and a woman sitting on a pier next to a straw hut, looking out onto a beautiful blue ocean in from of them underneath a bright blue sky. This is an image we used in the campaign

Not only did we succeed, but the campaign launched on time across 8 different brands, with assets distributed online, on social media & via other affiliate media.

That was just round 1. I would go on to work on the next three iterations of creative for Your Rate, creating a total of over 1200 individual assets over the period of a year. Just thinking back now to that time makes me break out in a sweat.

The EVEN hotels website homepage, featuring a photo of a woman doing yoga in front of a wall of magenta vines.On top of this image is some promotional copy
The EVEN hotels website homepage, featuring a photo of a woman doing yoga in front of a wall of magenta vines.On top of this image is some promotional copy
The EVEN hotels website homepage, featuring a photo of a woman doing yoga in front of a wall of magenta vines.On top of this image is some promotional copy
The EVEN hotels website homepage, featuring a photo of a woman doing yoga in front of a wall of magenta vines.On top of this image is some promotional copy