Holiday Inn needed an experience to communicate the biggest change in their hoteling history. This event had three clear aims. To celebrate the company's journey to becoming the worlds biggest hotel chain, to demonstrate their plans for the future, and to excite the audience by revealing their personal role in that future.
5000 stakeholders including staff at varying levels of seniority and media throughout Europe, the Middle East and Africa.
How Crescendo did it
Creating the key theme Love Change, we took the audience through a time-tunnel of the company’s rich history. Their fully immersive experience began at check-in with our carefully-crafted re-creation of the first ever Holiday Inn reception, instantly transporting guests back to 1950s Milwaukee. From there they embarked on a journey through 60 years of The Holiday Inn World of Firsts before arriving in the plenary space where the Board delivered the business case for change, and unveiled the new look Holiday Inn. The event was run several times over a number of days so we could tailor the theme and messages to each different nationality for a more intimate and personalised experience. Evening events included further networking opportunities with the Board during an exclusive banquet at Hampton Court Palace and a private event at Ascot racecourse.
The response was a recognition of the power and value of the Holiday Inn brand and the need to communally engage in nurturing it and taking it forward in a consistent way.