IHG checks in a winner with Holiday Inn relaunch

This article demonstrates how hotel chain Holiday Inn executed the global relaunch of its brand family.

IHG checks in a winner with Holiday Inn relaunch

Todd Wilkinson

When Verchele Wiggins was tapped to be InterContinental Hotels Group's vice president of brand marketing communications for its Holiday Inn brand family in 2007, she knew that what awaited was no ordinary exercise in brand rebuilding. The fortunes and future of an American-born icon — one that had transformed the way generations of business and leisure travelers think about overnight accommodations — were on the line.

How well she performed would be career defining as well. The $1 billion global brand relaunch of the Holiday Inn brand family that...

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