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A New Take on Going Local: Hotel Indigo Puts Spotlight on its Community in Neighbourhood 15 Campaign

September 27, 2017 Hotel News No Comments Email Email

Hotel Indigo has launched its new ‘Neighbourhood 15’ brand campaign, which casts a keen spotlight on the neighbourhood of each property – defined by being within a 15 minute radius from the doorstep. By featuring local neighbourhood stars, the campaign celebrates the inspiring and rich neighbourhood stories that have been integral to each hotel’s personality and the intricate relationship the hotel shares with the local community.

Stay Surprised while exploring your Neighbourhood 15 

The three-month multi-channel digital campaign launched on 22 September, starting with a two-minute campaign film featuring the new Hotel Indigo Bali Seminyak Beach, the first Hotel Indigo hotel in a resort location. Filmed in one incredible tracking shot and set against the beautiful backdrop of the hotel, viewers are introduced to eight neighbours who make up the colourful fabric of the Seminyak neighbourhood:

  • Surf School Bali – four minutes out, pros and newbies alike can look forward to an unforgettable surfing experience on Seminyak’s pristine beaches as they’re led by a seasoned and affable local surfer, Dedik.
  • Bali Joe Bar – seven minutes away its welcoming atmosphere makes for a memorable night of lively and light-hearted fun.
  • Divine Earth – seven minutes out, fuel up on natural good food at this raw vegan restaurant that also boasts its own 30-seat cinema.
  • Bali Barber – eight minutes out, Bali’s original traditional Western barbershop’s professional crew promises to deliver on any style needs.
  • Jari Menari Massage & Training Centre  eight minutes out, an award-winning local spa renowned for its signature ‘four-hand massage’, a hot favourite among locals and travellers alike.
  • Seminyak Yoga Shala – eight minutes out, a studio that prides itself on providing students with a simple and comfortable atmosphere to practice yoga at all levels.
  • Uluwatu Handmade Balinese Lace – ten minutes out, a native fashion brand specialising in handmade lace, made with the highest quality materials with outstanding craftsmanship.
  • The Koop Roaster & Café – 13 minutes out, a quaint café specialising in microlot coffee from various local farms, roasted on-site along with homemade bread and cakes.

The video will be launched on the Hotel Indigo content hub and promoted on Hotel Indigo’s Facebook and Instagram. From October, a series of behind-the-scenes videos with the neighbours will feature inspiring commentary on the vibrant local neighbourhood. Insights uncovered from these personal stories and memories complement material on the content hub, serving as a repository of information for travellers to create their ideal travel itineraries with a focus on food, art, design and music, as they fully immerse themselves in the local culture and history of the neighbourhood.

From October fans can also participate in a social media competition, which will ask fans to spot various items hidden within the main film in order to win IHG Rewards Club points, which can be redeemed for a number of different travel and merchandise options.

Lara Hernandez, Chief Commercial Officer, IHG, AMEA said: “Our neighbourhood forms the base of each Hotel Indigo DNA. In all our Hotel Indigo locations in this region, we are surrounded by colourful neighbourhoods that are full of vibrant and inspiring stories, and we wanted to really bring these to life with our new campaign. It is also a great platform that allows us the opportunity to contribute positively to the community, by supporting and giving back to our neighbours.”

Introducing a new neighbourhood ‘bot’

The three Hotel Indigo hotels in Southeast Asia will also be among the first under the IHG brand to incorporate the use of an online chatbot through the Facebook Messenger mobile application, in a bid to introduce digital innovations to guests. Dubbed the Hotel Indigo Neighbourhood Host, it will be launched in late 2017 to provide guests with destination specific information and recommendations such as dining suggestions, itinerary planning and places of interest within the neighbourhood, among others, all within 15 minutes form the hotel.

With the Neighbourhood 15 campaign, Hotel Indigo continues to deliver refreshingly local experiences to guests, with the reliability of a global brand. In this region, Hotel Indigo is set to grow its presence by five times, with 15 hotels in the development pipeline.

Agency credits:

  • Agency: iris Singapore
  • Production House: Brightworks

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