By Natalie Mortimer

InterContinental Hotels & Resorts has launched a new digital hub that will house tailored content as part of its first European campaign.

The hub will contain real stories from a diverse group of people, including a chef and the first female tailor to open a boutique on Saville Row, and comprise content such as videos and a podcast series.

It’s a new strategy for the luxury hotel group that aims to use digital media to create relatable and inspiring content that makes an emotional connection with its audience to drive consumer preference and engagement, over traditionally sought-after click-throughs.

Tom Rowntree, InterContinental Read full story ›

Source: The Drum