Strategy: Revitalize consumer perception of the Holiday Inn brand and enhance engagement with the Priority Club Rewards loyalty marketing program.

Tactics: Paragon developed a comprehensive marketing platform centering around Major League Baseball based on research and the compatibility between the Holiday Inn brand and Major League Baseball fans. Paragon negotiated a three-year sponsorship agreement to make Holiday Inn hotels the "Official Hotel of Major League Baseball" and incorporated advertising and promotions on MLB.com, relationships with multiple MLB teams, significant media buys with ESPN, FOX Sports and TBS along with endorsement relationships with Joe Buck and Cal Ripken, Jr.

Details: As part of the sponsorship, Major League Baseball experiences and merchandise are incorporated into Priority Club Rewards, the loyalty program for guests of IHG's family of hotels. Priority Club Rewards members can earn "once-in-a-lifetime" MLB experiences including being on-field to watch batting practice at an All-Star Game or throwing out a ceremonial first pitch prior to a World Series game. Members can also bid on MLB Authentic Collection apparel, officially licensed MLB merchandise as well as select MLB regular season, All-Star Game and postseason tickets.