PHOTO: The Crowne Plaza in Ventura Beach, Calif. (photo via Flickr/Clotee Pridgen Allochuku)
For the first time in a decade, you’ll start seeing ads for Crowne Plaza® Hotels & Resorts.
Parent company InterContinental Hotels Group (IHG) has launched the brand’s largest consumer media campaign for the Americas region, entitled “We're All Business, Mostly,” in a direct appeal to business travelers.
"The new consumer media campaign is a key component of the Crowne Plaza Accelerate program. We are truly driving a transformation of the brand, ensuring we remain at the forefront of the new way of doing business with design-led, culturally-relevant and technology-enabled solutions," Eric Lent, VP, Crowne Plaza® and Holiday Inn®, The Americas, said in a statement.
"At Crowne Plaza hotels, our branded properties and guest service have always been designed to help business travelers accomplish what's important both professionally and personally while they're on the road. Through the ‘We're All Business, Mostly’ campaign, we are articulating and reaffirming that brand promise to our guests, while executing against a broader program designed to build guest love, drive performance and deliver high quality growth to our owners."
IHG was building up to this for the last nine months, ever since it committed $200 million to revitalize the Crowne Plaza brand, including an advertising campaign.
READ MORE: IHG To Invest $200 Million In Crowne Plaza
The intent of the platform, which is also to be used as a tagline, is to communicate the brand's understanding of and ability to enable a lifestyle that seamlessly blends work and personal pursuits.
According to IHG, while the first part of the message—"We're all business"—yields a recognition of why the guest is staying at Crowne Plaza hotels. The "mostly" provides a nod to the duality of the modern business traveler's life.
IHG certainly did its homework before starting the campaign, enlisting independent research firm Kantar Millward Brown to test the ads before it ever hit the air. Compared to a database of more than 17,000 ads in the US across industries, the new Crowne Plaza ad scored in the top 18 percent of all ads for ability to impact awareness and the top 14 percent of all ads for impact to persuasion.
"The Crowne Plaza brand's aspiration is to break through the hospitality sea of sameness and become known as the brand enabling the modern business traveler to blend work and relaxation, with a bit of inspiration and adventure - whether that's with a cocktail at the bar, a workout at the gym or a delicious meal,” Lent said.