Case Study: IHG Hotels & Resorts quantifies bookings and drives 42,900 website visits with Onclusive

How IHG® Hotels & Resorts Measured Bookings From Its “Clean Promise” PR Campaign

IHG Hotels & Resorts faced a major reputation and business challenge when it launched the global “Clean Promise” campaign in Q2 2020 to reassure travelers amid the Covid-19 crisis. To quantify how the campaign influenced brand perception and bookings — especially as competitors ran similar programs — IHG engaged Onclusive as its global PR data and technology partner, using Onclusive’s proprietary PR measurement framework including Power of Voice™ and PR Attribution™.

Onclusive measured the campaign’s quality and business impact across the customer journey, showing 9,980 target media placements (Apr 2020–Q1 2022), 39% Share of Voice and 59% Power of Voice™ versus competitors, 225,000 social engagements, 59% positive sentiment (98% positive/neutral), and 42,900 website visits attributed to earned coverage. By using Onclusive’s Power of Voice™ and PR Attribution™ metrics, IHG proved the campaign drove readership, favorable sentiment and measurable website traffic that supported bookings.

IHG