About the Project

To establish InterContinental Dhaka above all the other 5-star competitors in the market and align with the global promise, we needed to delve deep into the consumer mindset. One thing we kept coming back to was that our customers “don’t want to compromise”. Getting their own way and never settling for anything less; this was the composed, predictable and orderly world of our target group. They value success, class and a debonair experience which was promised to them. If they are going to spend their time, money and effort on something, it better be worth it.

We didn’t just want to sell the food or the amenities. We wanted to sell the story. We realized that we should be telling a story that portrays an exclusive cosmopolitan lifestyle that people aspire to belong to. InterContinental should be the the definition of quality that other hotels can only dream of being. Offers, packages, campaigns and events became vessels which are used to communicate our ambience, globality and eminence. We positioned InterContinental Dhaka as “the place to be”. This aspirational philosophy was capitalized on with a combination of online and offline activities.

Regular photography were done inside the hotel and restaurants, capturing the essence, moments and story. Videos were be utilized to portray our identity in motion and create desire. We wanted to capture moments that became memories. For Cafe Social, Elements and Amber Room we wanted to tell a story focusing on food and beverages as they are the major driving force along with the ambience. Monthly food photography were done to use in communication along with videos of food preparation to tell the story behind the dishes.