INTERCONTINENTAL BANGKOK

Social Media content / Monthly shooting / creative Content / Videography / Photography

Celebrating Excellence

The challenge

OUR IDEA

Closed for years of renovations, one of the oldest hospitality landmarks in the city, InterContinental Bangkok was about to reinvent itself with a new vision. Pioneering sophistication and lifestyle, the re-opening was a breath of fresh air for an iconic venue that had felt and endured the effects of the pandemic. Setting the course for an exciting future, it was about developing a storytelling that would not only fascinate travellers but also reconnect the hotel to the city and its culture.

At StickyRice, we are not unfamiliar with hotel openings. Dare we say, we have been around the block and had our fair share of success. But here it felt different. It wasn't so much about showing the glam of the rooms but about uncovering the heritage that InterContinental Bangkok boasts and how it is intricately linked to the city. It was about having modernity and traditions collide. We had our angle and the stars were starting to line up.

The rest was history.

Our content strategy revolved around creating a sanctuary of elegance and lifestyle, positioning the hotel as one of IHG Group's regional landmarks and setting a new standard for future (re)openings.

We emphasized developing high-quality creative assets that would stand out, especially in Bangkok's highly competitive food and beverage industry. With over 6 restaurants and bars under one roof, it was essential to create awareness at a local level. This meant producing social media content to be used in paid advertising, designed to drive footfall.

teaser

Part of our opening strategy was to rebrand their social media accounts from top to bottom. With a few years of inactivity, we needed to start from scratch. Out with the old, in with the new! And what better way to kick off a new series of content than with an exciting teaser?

We wanted the teaser to be bold yet elegant, with content that captured the spirit of the hotel. It needed to be unique, rooted in InterContinental's legacy as part of the city's history. When heritage and the future meet.

We designed a series of Instagram carousels that would take users through a short journey, giving glimpses of the new hotel vision while placing the city's heritage at the core of the storytelling, blending video with photography.

With the opening getting a lot of online traction, we worked ahead on phase #2: brand content.

Creating distinct identities for each restaurant, catering to different audience personas with different pain points and social triggers, became a key part of the project, with each outlet requiring its own creative approach.

From hero food photography and cinematic restaurant reels to lifestyle-driven content, we crafted assets that showcased not only the dishes, but also the atmosphere, design, and overall dining experience. The result was a cohesive library of high-quality restaurant content, built to bring each venue to life across social media while highlighting the diversity of InterContinental Bangkok's dining offering.

19%

Organic engagement rate

vs. 8-10% industry average

14.1M

Social media

Reach

From a long-awaited reopening to a new chapter in the city's hospitality landscape, StickyRice helped InterContinental Bangkok build a social presence that reflected both its heritage and its future.

By combining strategic storytelling, high-quality content production, we created a digital identity designed to resonate with both travellers and the Bangkok's local scene.

The result was a social media presence that brought the hotel's story, spaces, and dining experiences to life, establishing InterContinental Bangkok as a modern hospitality landmark forever tied to the city's history.

Content

produced