InterContinental Hotel

CD-ROM Direct Mailer

Mission

InterContinental Hotels, renowned worldwide for its luxury accommodations, was about to launch a new $140 million state-of-the-art hotel and conference center in Cleveland. InterContinental needed to announce the facility's upcoming grand opening to meeting and convention planners in an attention-getting way. But how?

Tactics

Vilocity developed a dramatic CD-ROM Direct Mailer, targeting meeting planners regionally, nationally, and even internationally. The CD-ROM featured a multimedia presentation on the new InterContinental Hotel & Conference Center, as well as in-depth information about the luxury accommodations and high-tech meeting facilities. The disk even included the ability for viewers to book rooms online with a click. Notable is the fact that the CD-ROM was created during construction, so no photos of the actual hotel were available – stock images, studio shots, and photos from other properties were creatively utilized to give the impression of a finished facility.

Results

The original CD-ROM and subsequent updated versions have become a main marketing tool for the hotel, helping to communicate the unique and lavish offerings of InterContinental's newest and perhaps most advanced facility.

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