The Power of the Small Screen!

Responsible Business Week highlights InterContinental Hotels & Resorts year-round commitment to Corporate Responsibility and allows hotel guests and staff to get involved in a fun, and positive way.

‘See the different in the world with InterContinental Hotels & Resorts’

This year, InterContinental Hotel & Resorts long-term Responsible Business Week partner, National Geographic is being joined by UNESCO.  As a result, the theme for 2012 is inspired by UNESCO’s World Heritage and sustainable tourism initiative: “People Protecting Places”.

The General Managers of all InterContinental Hotels & Resorts are being sent a ‘Video Pack’ in the post, prior to Responsible Business Week.  The promotional concept by LAW Creative director Keith Sammels, is a 4 page device that when opened, plays a short video.  This pack is designed to simply inspire General Managers and their teams, and direct them to the online portal, where they will find more information about this initiative, and how they can participate.

The challenge for hotels this year is to emulate UNESCO’s mission to protect and preserve unique, natural and cultural heritage sites of outstanding universal value.  Hotels are being asked to carry out an activity during Responsible Business Week, which should be ‘in the spirit’ of UNESCO, and should therefore support local cultural and heritage sites.

In addition this year, InterContinental are also looking to develop Responsible Business Week by making it guest facing. The online portal provides hotels with artwork and templates that can be downloaded to create guest-facing materials.  These include a bedtime story, a letter from the General Manager, and an in-room film.

Hotels are encouraged to share their plans and then upload their stories and images to the website once Responsible Business Week is complete.  The best of these stories will be added to the InterContinental Hotels & Resorts Facebook page, therefore engaging with guests further.

This award winning global communications campaign for InterContinental Hotels & Resorts is in its third year.