IHG is a loyalty program, with over 5,400 hotels around the world. The Front Desk employees in these hotels receive 500 points for every guest they enroll into the program. With their points, they can do anything—from travel to a new destination to buy merchandise in the IHG Catalog. And when they do, we want to hear about it. So we created a platform called Stories Behind the Points for them to share their stories on Source, an internal website. We choose a new story to share every quarter.
In Q4, we turned a story from a Front Desk employee into a short documentary.
In Q3, we turned a story into a song. It’s called Flying Fearless.
In Q2, we turned four stories into short stories.
Creative Directors: Jim Thompson and Kelly Kulaitus
Copywriter: Jon Ransom
Art Director: Whitney Grossman
Singer/Songwriter: Peter de Saint Phalle