| Title | MOBILE TRAVEL ASSISTANT |
| Brand | INTERCONTINENTAL HOTELS GROUP |
| Product / Service | PRIORITY CLUB REWARDS HOTEL LOYALTY PROGRAM |
| Category | C03. Interactive Tools & Applications, including mobile advertising |
| Entrant | DDB CHINA GROUP Shanghai, CHINA |
| Entrant Company: | DDB CHINA GROUP Shanghai, CHINA |
| Advertising/Web Design Agency: | DDB CHINA GROUP Shanghai, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| David King | DDB China Group | Managing Director |
| Annie Ho | DDB China Group | Account Director |
| Rae Shen | DDB China Group | Account Manager |
| Adam Chen | DDB China Group | Web Designer |
| Anthony Tartaglia | 21communications | Account Director |
| Lily Zhang | 21communications | Account Manager |
| Jason Lv | 21communications | Design Manager |
| William Li | 21communications | Technical Director |
The Mobile Travel Assistant was developed to enhance benefits/privileges of Priority Club Rewards (PCR) membership for China and increase brand interaction by taking PCR from the wallet, to the hand. Members were able to download the mobile application, making their lives easier with (1) An up to date currency calculator for the latest exchange rates (2) A customizable world clock (3) An innovative packing list and (4)An IHG hotel directory to book a room in just a click away. Results translated sales for over 10% making an immediate booking – the highest response rate IHG ever received via any promotions.