This case study describes how InterContinental Hotels Group launched its reimagined IHG One Rewards program through a high-impact campaign designed to attract current members and a new generation of travelers. The “Guest How You Guest” creative platform encouraged people to shape authentic travel experiences around their own preferences. Wrapped trains, branded trains, Liveboards, Ultra Super Kings, walls, street-level displays, and subway placements created broad visibility above and below ground. The multichannel campaign generated more than two billion impressions and produced strong initial gains in brand recall and positive sentiment. IHG also recorded a 27% increase in member enrollment compared with prior years, demonstrating how distinctive creative and large-scale physical media c

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