Leagas wins Inter-Continental brief

Leagas Delaney has won the £10 million global account for the

business hotel chain Inter-Continental, beating M&C Saatchi and Leo

Burnett in a three-way pitch.

The agency will work on invigorating the luxury hotel chain, which

belongs to the Six Continents hotel group, formerly known as Bass Hotels

in the UK. Bought in 1998, Inter-Continental has given the Six

Continents group its first foothold in the luxury sector.

Its advertising account has lain dormant for a number of years, but new

work from Leagas Delaney will break in early 2002. It is thought the new

global campaign will concentrate on press and poster activity, targeting

frequent business travellers, with some television activity to

supplement this.

The pitch was run through the AAR and the brand's vice-president, Paul

Simmons, said it was important to tell consumers about the refurbished

Inter-Continental chain since its acquisition.

Tim Delaney, the executive creative director of Leagas Delaney, said:

"Inter-Continental is one of the great global hotel brands with a unique

heritage, an enviable reputation and a strong customer base.

"It needs to set itself apart once more as the prestigious choice in its

sector. That's Inter-Continental's rightful place," he added.

He added that many of the hotels were being refurbished and


Cdp-travissully handles the £3 million ad account for the whole

Six Continents brand. Advertising for its Holiday Inn subsidiary was

handed to Leo Burnett in October, although the current outdoor campaign

was created by The Pepper Corporation.

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