InterContinental Hotels Group (IHG)
April 2006 – Current
Silvermoss partnered with IHG to raise the profile of its Americas food & beverage community consisting of chefs, bartenders, mixologists, F&B directors and hotel management. The challenge was to take an old newsletter that was printed internally with poor engagement and turn the food & beverage program into something exciting that promoted training, education, collaboration and ongoing dialogue for the purpose of advancement.
Silvermoss advanced the design of the newsletter into both a printed and online magazine forum that showcased featured beverage partners, hotel properties, chefs, mixologists, awards competitions, educational programs and blogs. Photography, design, layout and content were all revisited and re-launched with far more impact and appeal. Content was revamped to create synergies between the print and online channels, driving greater interactivity and readership engagement.
Over a span of 8 years, Spirited has grown in scope and size from an 8-page mini magazine to a 24-page internal 4-color publication offered in print, online and at Issuu.com on it’s own digital publishing channel. Its reach spans the Western hemisphere and all of IHG’s hotel properties with food & beverage outlets in North America, Canada, South America and the Caribbean. It is the cornerstone publication uniting the IHG’s F&B community and is produced seasonally, 4 times per year.