Hotel Indigo

Artists in the Spotlight

The Challenge

To enhance Hotel Indigo’s lifestyle image, targeting business and leisure travelers.

Our Solution

VerveLife worked with Intercontinental Hotels Group to launch the Hotel Indigo Artists in the Spotlight program. This campaign underscored the brand’s lifestyle position and seasonal renewal program, and provided breakout artists with a new platform to reach fans.

The program gave music lovers and Hotel Indigo guests a 360-degree experiential connection. Exclusive in-lobby performances at select Hotel Indigo’s across the U.S. expanded into a viral website, inviting guests to meet artists-on-the-rise with real stories to tell.

The Artists in the Spotlight website allowed guests to stream the hotel performances, view artist interviews, and download exclusive mixes which incorporated brand messaging.

To further enhance the message, artist Name and Likeness were promoted on table tents, coasters, room keys, and key-card jackets. The artists in the spotlight included Rocco DeLuca, Thriving Ivory, Holly Williams, and Ingrid Michaelson.

Highlights

93% of guests indicated that the music podcasts made them feel more positive toward Hotel Indigo.