Do You Live an InterContinental Life?
Historically InterContinental had focused solely on the business traveller. This produced
a corporate brand personality that alienated leisure customers. Our research showed that
those seeking ‘luxury’ wanted experiences, not outmoded, materialistic choices.
With this knowledge Leagas Delaney created the line – ‘Do you live an InterContinental life?’ repositioning the hotel as a tourist destination.