Way to Blue / Case Study

Celebrating InterContinental Hotels & Resorts 200th Hotel Opening in Style

Helping the world’s largest luxury hotel brand create an unforgettable art installation called “200 InterContinentals by Haut de Gamme”

Our brief was to raise awareness of InterContinental Hotels & Resorts’ milestone of reaching 200 hotels worldwide. We chose to promote the partnership between InterContinental Hotels & Resorts and contemporary artist Haut De Gamme, who individually hand-painted 200 champagne bottles in his bright and energetic drip-style to celebrate the 200th opening.

We created a stunning art installation to showcase the individually hand-painted bottles and commissioned a Getty photographer to take photos of the installation and put them up on the wire. Our UK PR team at Way To Blue sold in the partnership and images to top tier national and regional newspapers and design websites. We then invited key media and influencers to a champagne brunch for them to see the bottles and meet the artist

The results exceeded expectations, generating buzz around InterContinental’s 200th hotel, positioning the InterContinental brand as being creative and promoting up and coming artists.

We also secured coverage for the installation in top tier titles including The Times national newspaper and The Evening Standard online.