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Brand Training: Grass Roots training wins for Intercontinental
The learning arm of performance improvement business Grass Roots, is celebrating success at the recent International Visual Communication Association annual awards.
In partnership with Deloitte and production house, Juice, Grass Roots collected the Gold award in the internal interactive media category for work in support of a global brand repositioning and culture change programme for Intercontinental Hotels & Resorts.
The initiative, which began last summer, involved the engagement of leaders, managers and all colleagues based in hotels, corporate offices and reservations, through workshop-led learning. ‘You bring it to Life' embraced 40,000 staff in 140 hotels across 60 countries and was delivered in over 20 languages. The focus of the programme was on bringing to life a brand proposition, based on local knowledge and personal attention, and the delivery of a truly individual guest experience.
In an effective partnership Grass Roots, Deloitte and Juice were responsible for consultancy, training content creation and communications, including the development of DVD and presentation and print materials in the various languages.
David Anderson, Vice President - Global Brand Innovation at InterContinental Hotels & Resorts, commented: "Winning the award is recognition for a great team effort and all the hard work that has gone into ‘You bring it to Life'. The programme is helping our colleagues around the world consistently reinforce key service differentiators which we know are important to our customers and make a real difference to their overall experience of the InterContinental brand".
Ian Luxford of Grass Roots, who collected the award with David Anderson, Mike Tansey from Deloitte and Alan Poole from Juice was equally enthusiastic. "It's been a real pleasure to work on this programme. Thanks to the contribution of all parties we have been able to bring together the two things that are critical for employee engagement: communication and learning. The reaction from the InterContinental teams has been superb and I've no doubt this is making a real difference to the guest experience".
18 April 2007