The upmarket business hotel chain Inter-Continental is looking for
an agency to handle a global advertising push fuelled by a spend in
excess of £10 million.
The brand is talking to UK agencies through the AAR about raising its
global profile. The account has been dormant for a number of years.
Inter-Continental is the most recently acquired brand in a wide
portfolio of hotels owned by Six Continents Hotels, which used to be
known as Bass Hotels in the UK. The company also owns the Crowne Plaza
and Holiday Inn brands. Inter-Continental was bought in 1998 from the
Japanese group Saison specifically to give Six Continents a footing in
the luxury business hotel sector.
The agency hunt is being headed by the brand's vice-president, Paul
He said: "Since the brand was bought, we have been working to improve
its range of hotels. Now is the time to go out and tell the world about
it." He did not reveal agency names but said he hoped to have a result
Travissully handles the pan-European ad account for Six Continents after
winning the £3 million business earlier this year and the accounts
for each brand within the group are handled by a roster of agencies. The
global pitch is not thought to affect travissully's hold on the parent
Last year, the Inter-Continental brand spent £150,000 above the
line, through Euro RSCG Wnek Gosper, the account's incumbent. Chris
Pinnington, the managing director of Euro RSCG, said the agency had not
done any significant work for the brand for more than two years. He
stressed it was not yet clear whether Euro RSCG would repitch for the