IHG Hotels & Resorts is a challenger brand in the hospitality category, with direct, monolithic competitors Hilton and Marriott outspending and out-sizing them in every way imaginable. Add AirBnb and Vrbo to the mix, and it became clear that we needed to carve out a space for the brand that celebrated the benefits of staying in one of IHG Hotels over any other network or vacation rental platform. Originally tasked to launch the IHG One Rewards loyalty program we created a 360º global campaign encouraging clients to guest how they guest and live their best lives in IHG Hotels– we grew the brand and have continued to generate campaigns that celebrate the experience of staying in a hotel whether that means ordering everything on the menu, arriving in style, or never leaving the hotel room.