InterContinental Hotels Group Style Guide
“Cheat Sheet”
IHG Style Guide Category / AMERICAS / APAC / EMEA /Artwork
Member Card / · Should have white outline on dark blue backgrounds so that it pops. Should not have white outline on white or light blue backgrounds.
Member Card Artwork in Gold or Platinum / · Should only be used when illustrating actual Elite member card (exception is Elite Upgrade certificates)
Brand Info.
Brand logo strip / · The “F” in Family and the “B” in Brands should always be capitalized and used above logo strip, saying “Priority Club® Rewards Family of Brands”
· Use logo strip where applicable which consists or the logos in the following order:
· Americas (Canada, Mexico, SAC and US)—InterContinental® Hotels & Resorts, Crowne Plaza® Hotels and Resorts, Hotel Indigo®, Holiday Inn® Hotels and Resorts, Holiday Inn Express®, Staybridge Suites®, Candlewood Suites® (in that order)
· EMEA/APAC— InterContinental® Hotels & Resorts, Crowne Plaza® Hotels and Resorts, Hotel Indigo®, Holiday Inn® Hotels and Resorts, Express by Holiday Inn® (EMEA), Express by Holiday Inn™ (APAC), Staybridge Suites®, Candlewood Suites® (in that order)
· Ambassador— InterContinental® Hotels & Resorts, Crowne Plaza® Hotels and Resorts, Hotel Indigo®, Holiday Inn® Hotels and Resorts, Holiday Inn Express®, Express by Holiday Inn®, Staybridge Suites®, Candlewood Suites® (in that order)
Corporate Name / · InterContinental® Hotels Group
Holiday Inn Extension Brands / · Holiday Inn Select®
· Holiday Inn Family Suites®
· Holiday Inn Sunspree® Resort
· Holiday Inn Garden Court®
· Reality Refreshed is "SM" in U.S. and "TM" in other regions
InterContinental Ambassador / · InterContinental® Ambassador
- ® only needed after first mention even if proper hotel name is also mentioned
· Correct terminology:
- “Priority Club Rewards member with Ambassador status”
- “Ambassador members”
- “Priority Club Rewards Elite members with Ambassador status”
· DO NOT SAY:
- “Ambassador Club”
- “Ambassador Program”
- “InterContinental Ambassador Club”
- “InterContinental Ambassador Program”
Priority Club Rewards / · Priority Club® Rewards
- ® only needed after first mention).
· Correct terminology:
- “Priority Club Rewards member” but do not say “Priority Club Rewards points”
· When referencing bonus points, “bonus” should appear before Priority Club (ie: bonus Priority Club points, not Priority Club bonus points)
Splits / · All brand names including Priority Club Rewards, Family of Names, Corporate names, Partner names, frequency program name and phone numbers should never be split.
· Shaded words below can extend onto next line if absolutely unavoidable:
- InterContinental® Hotels & Resorts
- Crowne Plaza® Hotels and Resorts
- Holiday Inn® Hotels and Resorts
- Holiday Inn Sunspree® Resort
- Holiday Inn Garden Court®
- Staybridge Suites®
· Hotel names can be split. For example, Holiday Inn Orlando, can be divided between Inn and Orlando
Trademarking of Brands / · Trademarks are only included with the first mention of a brand, Priority Club, corporate name or partner name within a communication.
· Do not include them for individual hotels, i.e. The InterContinental Barclay
· Always use SM in the U.S. for the tagline: It’s Easier. EnjoySM. and TM in publications that will be distributed outside the U.S.
· Always use ™ after Express by Holiday Inn™ when referencing it in APAC communications
· Reality Refreshed is "SM" in the U.S. and "TM" in other regions.
· When translating French Canadian the registered marks ® change to MD after the brand names
- The Priority Club Family Brands are:
- InterContinental® Hotels & Resorts
- Crowne Plaza® Hotels and Resort
- Holiday Inn® Hotels and Resorts
- Holiday Inn Express® (used in Americas)
- Express by Holiday Inn® (EMEA)
- Express by Holiday Inn™ (ONLY APAC)
- Staybridge Suites®
- Candlewood Suites®
- Hotel Indigo®
· NOTE: In the text of the copy, to avoid redundancy, the brands can be written as follows:
- InterContinental®
- Crowne Plaza®
- Holiday Inn®
- Holiday Inn Express®
- Express by Holiday Inn®, Express by Holiday Inn™ (ONLY APAC)
- Staybridge Suites®
- Candlewood Suites®
- Hotel Indigo® (Hotel IndigoTM – for all regions except US)
Grammar/Style
Asterisks / · Asterisks should never appear in a headline. Place the asterisk by the first appearance of the word in the body copy.
- If the word appears only in the headline, do not use an asterisk in the Ts and Cs.
Option #1
· Get double points or miles starting with your second stay!
· Stay May 17 – August 31, 2004, at any InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge Suites and Candlewood Suites Hotels – more than 3,500 locations worldwide. You’ll get double points or double miles* for every qualifying stay, starting with your second stay.
- *Frequency/partner credits may be issued in currencies other than miles. Visit www.priorityclub.com for details on earning structure.
Option #2
· Get double points or miles starting with your second stay!
· Stay May 17 – August 31, 2004, at any InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge Suites and Candlewood Suites Hotels – nearly 3,600 locations worldwide.
- Frequency/partner credits may be issued in currencies other than miles. Visit www.priorityclub.com for details on earning structure.
When directing customers for benefit redemption, use: / “Check-in/out” should be used in cases referring to:
§ check-in / § check-in / § check-out
Commas / · Do not use serial commas before “and” and “or” (i.e. Holiday Inn, InterContinental, and Crowne Plaza); rather say Holiday Inn, InterContinental and Crowne Plaza
· Whenever possible, the register marks should be stacked above commas. When stacking is not possible, the comma must be placed after the register mark.
Copyright / · Should read: © 2005 InterContinental® Hotels Group. All rights reserved. Most hotels are independently owned and/or operated.
· For APAC publications, use: © 2005 InterContinental Hotels Group (Asia Pacific) Pte. Ltd. For and on behalf of InterContinental Hotels Group. All rights reserved. Most hotels are independently owned and/or operated.
Displaying date formats / · February 28, 2005 (QE-US/CAN/MSAC)
· 28 fevrier 2005(FR) or 28 de febrero de 2005 (SPA) / · 28 February 2005 / · 28 February 2005
Earning Structure / · 10 points per dollar spent on eligible charges at CP, HI, HIEX, SBS, CWS
· 2,000 points per qualifying stay at IC and Forum hotels
Email / · Email should be spelled “email,” not “e-mail” except in the cases of stating “e-Statement” or “e-Newsletter”
Guaranteed room availability / · As a benefit, it should always be referred as “guaranteed room availability (72 hours in advance)”
Miles / · In Canada, refer to bonus airline miles. In all other regions, use bonus miles.
· For APAC, refer to bonus airline miles as bonus kilometers for Air China.
· When referring to “collecting points or airline miles,” add a footnote at the bottom of page that says, “Frequency/partner credits may be issued in currencies other than miles. See www.priorityclub.com for details on earning structure.”
Money - displaying US currency / · $10 (US)
· US$10 (CAN / MSAC)
· 10 $ (CAN FR, space after 0, symbol at end) / · US$10 (no space) / · US$10 (no space)
Money - displaying other currencies (e.g. euros) / · €10
· 10 € (CAN FR, space) / · €10 (no space) / · €10 (QE/DUT, no space)
· 10€ (GR/IT/SP, no space)
· 10 € (FR, space)
Money - displaying currency w/ decimals / · $10.25
· 10,25 $ (comma replaces period, symbol always at end w/ space) / · US$10.25
Money – displaying currency in text / · AED 690, RO 3000 (w/ space, no comma) / · AED 690, RO 3000 (w/ space, no comma)
Numbers - displaying number of hotels worldwide or w/in Reward Nights chart / · 3,600 (w/ comma) / · 3,600 (QE)
· 3.600 (trans.)
Numbers - displaying sequential numerics / · First, second, third, etc.
Priority Check-In / · In US, use Priority Check-InSM
· Outside US, use Priority Check-In™
Priority Club Service Center / · Always refer to as the Priority Club Service Center or the Service Center and NOT the Priority Club Rewards Service Center. It becomes Priority Club Service Centre in EMEA and APAC versions.
· The “S” in Service and the “C” in Center is always capped
Promo Registration / · For promotions materials, make the call to action read as follows:
o US/CAN—When prompted, enter your Priority Club member number and promo code…
o MSAC—Reference your Priority Club member number…
o EMEA/APAC—Quote your Priority Club membership number
Qualifying Nights / Always capitalize the “Q” and “N”
Queens English vs. American English / Queens English is used only for APAC, Ambassador and EMEA versions.
Quotation marks / § "Best Flexible“
§ „Best Flexible“ (MSAC SP) / § "Best Flexible“ / § "Best Flexible“
§ „Best Flexible“ (SPA)
Taglines / · US: It’s easier. EnjoySM.
· Outside US: It’s easier. Enjoy™.
Terms and Conditions / · Always include www. in front of Web sites and bold the address.
· For any copy that mentions miles, please include the below TsCs: *Frequency/partner credits may be issued in currencies other than miles. Visit www.priorityclub.com for details on earning structure.
· The following text should appear in all ‘non-public’ communications involving a promotion such as Targeted Hurdle or Activation or any communication where there is a specific addressee such as an e-mail, postcards, statements, etc:
· Offer is nontransferable and valid only for the member addressed in this mailing.
· **The line does not apply to public promotions such as the multi-brands (Fall, Winter, etc.).
Transfer Points Program / · As a benefit, it should always be referred as “transfer points between accounts.”
Web site Addresses / · Intercontinental.com, crowneplaza.com, holiday-inn.com, hiexpress.com, staybridge.com, candlewoodsuites.com, priorityclub.com, ichotelsgroup.com, priorityclub.com/ambassador
Web sites / · Always bold Web sites in Terms and Conditions, as well as precede the address with www.
· MSAC—always use www. before every address
· Always spell out Web site as Web site, not Website.
· Capitalize "C" and "S" in Candlewood Suites URL - www.CandlewoodSuites.com
Partner offers
AIR MILES® / · This is not an airline, but a loyalty program for Canadian residents only.
· When using AIR MILES in text refer to it as AIR MILES® reward miles(“r” and “m” are not capitalized)
· The standard earning offer should only be included in Canada mailings, but if AIR MILES name is included in a partner list in any other communication other than Canada, we need to include the following disclaimer:
- *AIR MILES® reward miles are valid for Canadian residents only.
- The following legal should also be included when AIR MILES is mentioned:
- ® Trademarks of AIR MILES International Trading B.V. used under license by Loyalty Management Group Canada Inc. and InterContinental Hotels Group.
Airline Partners / · If an airline name (Delta, American, etc) is used in a creative piece, the airline must approve their specific creative version. Many US airlines require additional language in the Ts&Cs
Hertz / · The following line must always be included in bold face type in the Hertz standard offer: You must provide your Priority Club membership number to receive your points.
Priority Club Rewards Platinum Visa® Card or Priority Club Rewards Platinum Visa® Business Card / · Always feature these two partners before all other partners in all communication pieces. The remaining partners should be listed in alphabetical order.
· For the UK, refer to the program as Priority Club® Rewards Visa Card
Rewards Programs
Merchandise Rewards / · Only exist in US, Canada and Mexico
Point Bonus Program / · Gold: A 10% bonus on base points
· Platinum: A 50% bonus on base points
Points / · Priority Club points used in first mention, then followed with points. Do not refer to points as Reward points.
Priority Club Rewards / · Priority Club® Rewards (need to have ® only at first mention within copy), as well as when it appears in the brand bar.
Priority Club Rewards / · Can be referred to as a travel rewards program or a hotel travel program
Reward Night / · Priority Club Reward Night first mention and then can refer to Reward Night (R and N should always be capitalized)
Rewards / · Always refer to merchandise items as rewards rather than awards.
Translations
Do not translate the following into any language / · Hotel Brand Names:
- InterContinental® Hotels & Resorts
- Crowne Plaza®
- Hotel Indigo®
- Holiday Inn®
- Holiday Inn Express®
- Express by Holiday Inn®
- Staybridge Suites®
- Candlewood Suites®
· Hotel names with and cities.
- Ex. Crowne Plaza Istanbul, is always Crowne Plaza Istanbul and not the Crowne Plaza of Istanbul.
- Do not translate the city. For instance, the “Jakarta” in Crowne Plaza Jakarta is sometimes translated “Yakarta” for Spanish speaking regions. It should remain Crowne Plaza Jakarta when said in the context of all translated variable messages and statement forms.
- NOTE: within APAC, keep all redemption partner names in English; all hotel brand names in Chinese
· The Priority Club® Rewards Family of Brands
· Priority Club Rewards
· Priority Club
· Web site URLs
· Priority Club Reward Nights
· Reward Nights
· Family of Brands
· InterContinental Ambassador
· Note: Canadian French requires translation of all brand names logos or taglines without a registration mark. In France, all promotional materials addressed to consumers must be translated into French, except brand names. The ® can be used throughout Europe.
· The Reward Night Chart should only translate “special destinations”, “value destinations”, and “studio suite”; Hotel Brand Names should remain in English
Phone numbers
Promotions/Service Center
Displaying phone number listings / US/CANADA:
· 1-888-560-5660 in the US and Canada (promotion registration)
1-888-211-9874 in the US and Canada (service center)
· prefer hyphen
MSAC:
· 001-800-272-9273 in Mexico
· 1-801-975-3063 for English/1-801-975-3013 for Spanish (toll charges apply) in Central America, South America and the Caribbean
· prefer hyphen / APAC:
· 1 800 121 766 in Australia (promotions/service centre)
· 800 830 1128 in China (promotions/service centre)
· 0120 566 955 in Japan (promotions/service centre)
· 1 600 111 000 in India (promotions/service centre)
· +63 2 857 8788 other Asia Pacific countries(promotions/service centre)
· +63 2 857 8787 Fax Number(promotions/service centre)
· prefer spaces / EMEA:
· +44 (0) 870 607 2582 in EMEA (use (0) when publishing inside EMEA region – Do NOT use (0) when publishing outside of EMEA region
· prefer spaces
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