Brand Strategy

When challenged to launch EVEN, IHG’s new wellness hotel concept skewed towards business travelers, we quickly realized we needed to do more than build awareness - we needed to create a category.

As the definition of ‘wellness’ is quite subjective, the idea of a wellness hotel left consumers baffled on what they were checking in to.

So, instead of using a nebulous concept to get more heads in beds, we leveraged consumer research to define EVEN’s well-minded amenities by their real benefit: the ability to maintain your routine, so you can be at your best when you travel. From this insight, we created an branding concept with a key message we knew would resonate: “Keep Your Good Thing Going.”

We produced a huge bank of still and video content, from which, we created print, social and digital assets for IHG and its partners. 
This  included a 360-degree mobile banner with a VR-style room tour, and three films that used real guest stories to define “ wellness hotel” by its benefits.

With excellent initial results, we’re already planning how we’ll help EVEN will keep its own good thing going, and grow its position as the first name in a brand new category.