Leagas Delaney Trumpets InterContinental Hotels

Road-weary business travelers are the target of a new global print campaign from Leagas Delaney for the upscale InterContinental hotel chain.

The work, featuring photos shot in varied locations such as Chicago, Houston, Tahiti, London and Bora Bora, is the chain’s first advertising in three years. Spending is $25 million, sources said.

Leagas executives said the effort is meant to highlight hotel upgrades and attract people who frequently take stressful long-distance business trips. London-based Six Continents Hotels acquired InterContinental and its properties in 1998 and has since invested $6 billion upgrading its hotels.

The ads feature a new tag, “We know what it takes,” and feature slick photos of businessmen and leisure travelers at InterContinental hotels. Text on one ad reads: “It doesn’t have to be that tough at the top.” The photo shows a businessman reading a newspaper and eating breakfast on the deck of the InterContinental in New York. Another ad with the same text shows two people in a lounge looking out at the Hong Kong waterfront.

“Leagas Delaney’s campaign is rooted in consumer insight and will hopefully put a fresh coat of paint on our brand,” said Paul Simmons, InterContinental’s vice president of brand marketing.

Leagas’ London and San Fran cisco offices both worked on the campaign. Tim Delaney was copywriter and creative director. Rob Burleigh also worked as copywriter, and Dave Beverley was the art director.

In the U.S., ads are due to appear in The Washington Post, The New York Times, The New Yorker, the Los Angeles Times and The Wall Street Journal, among other publications.

InterContinental operates 135 hotels in 65 countries. Its hotels continue to add new services, including power and phone adapters, 24-hour gyms and business-center services.

Six Continents owns, operates or franchises more than 3,270 hotels worldwide. Its other properties include Crowne Plaza, Holiday Inn, Holiday Inn Express and Staybridge Suites by Holiday Inn.