Crowne Plaza Hotels & Resorts Gives Travelers a Hole in One with Guiltless Golf

New campaign gives travelers golf tips and guilt-free equipment worth up to $1,300

April 30, 2009 // Franchising.com // Atlanta- Feeling guilty about spending your "green on the green" because of the recession? Through its new marketing campaign featuring the world's leading golf instructor David Leadbetter, Crowne Plaza® Hotels & Resorts lets travelers drive away leisure-spending guilt with its "Get a Better Game" promotion.

Between now and Aug. 19, 2009, guests who stay at Crowne Plaza hotels can earn free room nights and new premium Callaway Golf® equipment worth up to $1,300 as well as discounts on golf fees at courses across the country. Crowne Plaza will also help business travelers and golfers lower their handicap with expert golfing tips from Leadbetter, which will be showcased through clever commercials that launch today and run through early August 2009.

"Even though we're facing a tough economy, we can't stop looking for ways to do the things we love. Through our new marketing campaign, we want to make it easier for our guests who golf to enjoy the game without feeling guilty about every dollar they spend on non-essentials," said Gina LaBarre, vice president, Brand Management, Crowne Plaza Hotels & Resorts.

"Through our relationship with David and Callaway Golf, we're able to build further awareness for Crowne Plaza hotels among golf enthusiasts and business travelers alike."

This year's integrated marketing campaign is an extension of the brand's first national television advertising campaign which was launched in April 2007 and continued in 2008.

"Get a Better Game" Ad Campaign

Created by Fallon of Minneapolis, Crowne Plaza's 2009 ad campaign focuses on rewarding guests with the very latest Callaway Golf equipment. In a series of three, 30-second TV spots, David Leadbetter, the legendary golf guru who has taught both professionals and amateurs how to "get a better game," uses his expert golf tips from a Crowne Plaza hotel, an unlikely golf green.

Crowne Plaza "How to Get a Better Game" Tips

  • Tip #1: How to play out of the rough...by way of room service roughage
  • Tip #2: How to hit a ball out of water...inside a hotel bathroom
  • Tip # 3: How to hit a low bullet driver...down a hotel corridor

"Through all my years instructing golf, this was the very first occasion I carried out a drill inside of a hotel," said Leadbetter. "It was quite amusing yet the most creative ad campaign I've been a part of; it really was rather clever."

The "Get a Better Game" marketing campaign is also supported via print and online ads in top golf media outlets and through hotel collateral such as key packets, key cards and front desk staff buttons, all designed to drive awareness of the brand's affiliation with golf. The new marketing campaign closely aligns with the brand's third year as the title sponsor of the Crowne Plaza Invitational at Colonial golf tournament, which takes place in Fort Worth, Texas, May 25-31 this year.

The Promotion

Between April 27 and Aug. 19, 2009, Crowne Plaza guests can start earning toward free room nights and Callaway Golf equipment on the very first night's stay. The more nights stayed during the promotional period, the more guests will earn! Hotel nights do not need to be consecutive and all qualifying rates apply.

  • 1 night: one sleeve of Callaway Golf Tour ix balls
  • 5 nights: one box of a dozen Callway Golf Tour ix balls
  • 10 nights: Callaway Golf X-Forged wedge
  • 15 nights: Callaway Golf Big Bertha Diablo Fairway Wood
  • 20 nights: Callaway Golf Big Bertha Diablo Driver
  • 25 nights: one full set of Callaway Golf X-22 irons

Promotion participants who stay at Crowne Plaza hotels will receive a sleeve of Callaway Golf Tour ix golf balls via mail approximately three weeks after check out. All other prizes will be rewarded 3-5 weeks after the guests' qualifying stay. Guests who pay with any American Express® Card can earn 1,000 bonus Priority Club points per night, up to 25,000 points, equal to one room night at a Crowne Plaza hotel.

Check In. Tee Off.

Also during the promotion period, Crowne Plaza guests get up to 20 percent off green fees and club rental discounts at nearby golf courses* when they stay at participating Crowne Plaza® hotels across the U.S. Markets with golf courses may vary.

Terms & Conditions:

Get a Better Game promotion: Must be a Priority Club® Rewards member, reside in the U.S., Canada or Mexico, and must register member number in advance to participate in this promotion, "Get a Better Game". Registered members who pay using a valid American Express® Card will receive 1,000 bonus Priority Club points per qualifying night. Maximum bonus awarded is 25,000 bonus points. Visit www.crowneplaza.com/getabettergame to register, book qualifying stays and for complete terms and conditions. ©2009 InterContinental Hotels Group. All rights reserved. Most hotels are independently owned and/or operated. Callaway Golf, Tour iX, Big Bertha Diablo, X-Forged and X-22 are trademarks and/or registered trademarks of the Callaway Golf Company.

Check In. Tee Off.: Offer valid at participating Crowne Plaza® Hotels & Resorts and golf courses only. The Golfer must be a registered Crowne Plaza guest at time of redemption and must present room key at course to receive discount. Greens fee and club rental discounts do not include additional golf course fees or services, such as pro shop, golf cart rental or club restaurant. Hotel reservations must be made online. Guest must call course in advance for tee times and is responsible for arranging payment with the golf course. Offer and discounts may vary and are subject to change at the discretion of the hotel and golf course.

About Crowne Plaza Hotels & Resorts

As part of the IHG global portfolio, Crowne Plaza Hotels & Resorts has more than 300 hotels in nearly 60 countries, and are located in major urban centers, gateway cities and resort destinations. For reservations at Crowne Plaza properties, visit http://www.crowneplaza.com/ or call 1-800-2CROWNE. Guests can enroll in Priority Club at http://www.priorityclub.com/ or by calling 1-888-211-9874; enrollment is free. Members benefit from flexible features such as no points expiration, no blackout dates on reward nights and more redemption options than any other hotel loyalty program, including more than 500,000 lodging establishments worldwide - even our rivals' - through the industry-leading Any Hotel, Anywhere reward.

For the third year, Crowne Plaza is the title sponsor of the Crowne Plaza Invitational at Colonial, held May 25-31 at Colonial Country Club in Fort Worth, Texas. The tournament is the longest running PGA TOUR tournament still being held at the original site. For more information about the Crowne Plaza Invitational at Colonial golf tournament in May, visit www.crowneplaza.com/invitational.

About Callaway Golf®

Through an unwavering commitment to innovation, Callaway Golf Company (NYSE:ELY) creates products and services designed to make every golfer a better golfer. Callaway Golf Company manufactures and sells golf clubs and golf balls, and sells golf accessories, under the Callaway Golf®, Odyssey®, Top-Flite®, and Ben Hogan® brands in more than 110 countries worldwide.

Notes to Editors:

InterContinental Hotels Group (IHG) [LON:IHG, NYSE:IHG (ADRs)] is the world's largest hotel group by number of rooms. IHG owns, manages, leases or franchises, through various subsidiaries, more than 4,150 hotels and almost 620,000 guest rooms in nearly 100 countries and territories around the world. The Group owns a portfolio of well recognized and respected hotel brands including InterContinental® Hotels & Resorts, Hotel Indigo®, Crowne Plaza® Hotels & Resorts, Holiday Inn® Hotels and Resorts, Holiday Inn Express®, Staybridge Suites® and Candlewood Suites®, and also manages the world's largest hotel loyalty program, Priority Club® Rewards with 42 million members worldwide.

IHG has more than 1,700 hotels in its development pipeline, which will create 200,000 jobs worldwide over the next few years.

InterContinental Hotels Group PLC is the Group's holding company and is incorporated in Great Britain and registered in England and Wales.

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