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
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.