Faced with the potential danger of resorts becoming irrelevant through struggling economic times, campaign objectives were to set the brand apart from the competition. Ads focused on the benefits of staying at a Ritz property rather than the specific amenities of the hotels themselves. Whether promoting the luxury hotels to a business traveler or the destination resorts to honeymooners, by successfully promoting the experience/brand message, it created brand building work for existing and new properties. 

After a decade of success with Holiday Inn and Holiday Inn Express, IHG Hotels had a problem. The brand experiences for both brands had become far too similar, with the target markets for each hotel had become more and more distinct. To create experiences that were unique to each brand positioning, a design audit was conducted of the entire guest journey from booking to post-visit communication and loyalty programs.

In the vast space of moderate tier brands created by larger hotel brands, Fairfield was in a very strong position as an "inn & suite" that didn't feel like one. It offered the right mix of healthy options, thoughtful spaces, and a stress-free experience to keep guests balanced and productive, so you never skip a beat. This was then more tightly focused on the business traveler who could find a place to stay that wouldn't stop their momentum from slowing down while traveling for work.