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Inter-Continental Hotels & Resorts highlights its ability to give foreign guests a taste of their homelands in the chain's first global branding effort.

The $10 million print and TV campaign breaks this month in more than 200 countries, primarily through international media including CNN International and CNN North America; TeleNoticias, a Latin America cable news channel; British Airways in-flight video; USA Today; and the International Herald Tribune.


Themed "One world. One hotel. Uniquely Inter-Continental," the advertising is the first major campaign for the chain created by Campbell Group, Baltimore, which won the account two years ago.

Inter-Continental has 200 worldwide properties, with only nine in North America, and the ads represent an intensified effort to reach international travelers. A pair of 30-second spots and one :60 depict six geographic areas-Africa, Asia-Pacific, Australia, Europe, the Middle East and South America.

The target audience is the frequent international traveler and the idea is to reach him while traveling, said agency President Robert Campbell.

"We want to reach the Arab business and leisure traveler on the plane, the French traveler in a competitor's hotel as they dress for dinner or the Japanese business traveler in a cab from the airport to the hotel in order to influence their next decision," Mr. Campbell said.

The message is that a Japanese guest at an Inter-Continental in Paris can experience Japanese culture even though he is away from home.


"They will be able to order a Japanese breakfast in their own language, operate their computer on a Japanese telephone system and request a stenographer who speaks Japanese," Mr. Campbell said. `The same things would be available for someone who is British and staying in Hong Kong."

"We are branding Inter-Continental as a hotel company without a passport," he noted. "We are not linking the hotel, such as Nikko is linked to Japan or Marriott to the U.S. We want international travelers feeling comfortable staying at an Inter-Continental no matter what the location."

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