IHG Thanks A Million Promo Branding
IHG Thanks A Million main logo
IHG Thanks A Million flyer & letterhead
IHG website front end design
- Client: MaboxIHG
- Skills: Branding
The InterContinental Hotels Group (IHG) was seeking a way to incentivise their business travel agent bookings, via a member loyalty scheme. They approached marketing agency Mabox to devise a campaign that effectively thanked their existing customer base, and galvanised lapsed members in a prize draw promotion, with a grand prize of 10 million loyalty points. As Head of Creative at the time, I was tasked with creating the concept, name and brand for the promotion.
My winning concept was “Thanks A Million”. I settled on this concept as it did several things – it allowed the client to highlight gratitude as a key ethos of the campaign, it played on a common colloquial phrase, and I was also able to work in the number 10 within the logo, making it unique and ownable to the promotion. The logo itself needed to sit in a fairly straight-ahead corporate style, radiating confidence and ensuring consistency with the colour palette of the IHG brand and Business Club Agent sub-brand.
The promotion was a huge success, generating increased revenue year-on-year and engagement from the client customer base, and extending that base with new member signups. The campaign generated positive ROI of 151.66%, and was shortlisted for the Meeting Industry Marketing Awards (MIMAs).