An eight-execution press and poster campaign breaks in the UK on 23 September, the first from the company since 1999, with TV ads in the pipeline for early 2003. Media buying and planning for the relaunch was handled by Media Planning Group, and the campaign will run globally.
Inter-Continental's new endline, "We know what it takes", reflects 50 years of experience in meeting the needs of international business travellers, according to the company, and is integrated into all the executions.
One ad shows a city skyline and a man reading the newspaper on his hotel balcony, with the strapline: "It doesn't have to be tough at the top. You can rarely mix business with pleasure. But that doesn't mean business travel can't be pleasurable."
The campaign was written by Tim Delaney and Rob Burleigh and art directed by Dave Beverley. The agency used a range of photographers in locations including New York, Bora Bora, San Francisco, Tahiti and London.
Leagas Delaney's managing director, Justin Bairamian, said: "The campaign meets our brief to reimbue the brand with the prestige and cachet it once held."
Leagas Delaney won the £10 million global account for the chain in November 2001, beating M&C Saatchi and Leo Burnett in a pitch.
Inter-Continental's vice-president, Paul Simmons, said at the time he wanted to revive the dormant brand and tell consumers about a $1 billion refurbishment done since it was bought by Six Continents, formerly known as Bass Hotels, in 1998 from the Japanese company Saison. The acquisition gave Six Continents its first hold in the luxury hotel sector. The company is running a tactical price promotion campaign using the strapline: "The whole world half-price."
Simmons added: "Leagas Delaney's campaign is rooted in a groundbreaking consumer insight and executed in a way that will set the brand apart in this category."