Find a way to scale its reach and coordinate its media investment efforts across the company
With its commitment to brand-wide empowerment, InterContinental Hotels Group wanted to find a way to scale its reach and coordinate its media investment efforts across the company. The company also wanted to create a cohesive marketing strategy across stakeholders.
IHG leveraged Google Hotel Ads combined with Koddi’s attribution solution to remove redundancy of efforts toward digital demand generation, and create a coordinated strategy across stakeholders. IHG partnered with Koddi to onboard 690 of its properties to work in conjunction on digital demand generation efforts through Hotel Ads.
This approach removed redundancy by showing participants across the company how their marketing budget was directly contributing to each campaign, by matching every dollar to the traffic and bookings it produced. After testing this strategy with approximately 10% of its properties, IHG plans to expand the program across the entire company.
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