Crowne Plaza® Hotels & Resorts Tees Up Fan Favorite, Golfer Rickie Fowler, in New National Advertising Campaign
PGA TOUR Professional Drives New Multi-Media Campaign Premiering April 14
April 12, 2012 // Franchising.com // ATLANTA – Crowne Plaza® Hotels & Resorts announced today the launch of a multi-media advertising campaign starring PGA TOUR professional Rickie Fowler. The upscale hotel brand has signed Fowler for the 2012 golf season and will execute a multi-channel campaign designed to elevate the fresh, contemporary spirit of Crowne Plaza Hotels & Resorts. One of the most recognizable and stylish golfers on the PGA TOUR, Fowler will appear in television, print and online ads showcasing his unique personality. The broadcast spot titled “It’s Good to be Rickie,” launches April 14 and brings to life the comfortable accommodations, numerous amenities and value propositions offered by Crowne Plaza Hotels & Resorts for business and leisure travelers alike.
The ad is scheduled to break on The Golf Channel and CBS on April 14 during a PGA TOUR tournament broadcast. The humorous and lighthearted ad spot reveals Fowler’s stay at a Crowne Plaza hotel prior to tournament play – waking from a great night’s sleep, enjoying an invigorating workout and dining on a breakfast made for champions. The ad also stars CBS golf analyst Ian Baker-Finch, a well-known voice in the golf world, who follows Fowler during his morning routine, providing play-by-play color commentary as if at a live broadcast from a golf tournament. After experiencing an up-close look at Fowler’s stay at a Crowne Plaza hotel, Baker-Finch amusingly determines, “It’s Good to be Rickie.”
“We’re excited to have Rickie on board to bring a colorful energy to our brand and to communicate with our avid golf consumers and business travelers about the advantages and rewards of staying with Crowne Plaza Hotels & Resorts,” said Gina LaBarre, vice president, Americas Brand Management, IHG. “Many people travel for work – including professional golfers like Rickie Fowler – and they want to stay where they can get a good night’s rest and have the amenities and services they need at their fingertips to feel restored and energized.”
“A great night’s sleep is critical to feeling refreshed and ready to perform at my best on the golf course,” said Rickie Fowler. “Whether you’re a pro golfer like me or have a more traditional job, you’ll always feel ready for the day’s endeavors when you stay at Crowne Plaza Hotels & Resorts.”
Created with PGA TOUR Entertainment and independent creative director Bobby Appleby, the “It’s Good to be Rickie” ad campaign will help reinforce the Crowne Plaza hotel brand’s position as a preferred brand for business travelers, who are striving on the road to success or already pros in their field like Fowler, alongside the special tenets of golf and the Crowne Plaza® Invitational at Colonial. The print, digital and broadcast ads featuring Fowler will run April 14 through July 15 in support of the brand’s PGA TOUR title sponsorship of the Crowne Plaza Invitational at Colonial. The ads will also highlight the brand’s “Travel Bonus” promotion which offers guests $50 back when they stay two consecutive weeknights – showcasing that it’s good to be Rickie – and anyone else who stays at Crowne Plaza Hotels & Resorts.
IHG is the Official Hotel and Resort Partner of the PGA TOUR, Champions Tour and Nationwide Tour. The 2012 Crowne Plaza Invitational at Colonial will be held May 21-27 at Colonial Country Club in Fort Worth, Texas, and Rickie Fowler has committed to playing in this year’s tournament. The Crowne Plaza Invitational at Colonial is the longest running PGA TOUR tournament still being held at the original site. For more information, visit www.crowneplaza.com/invitational
About Crowne Plaza Hotels & Resorts
As part of the IHG global portfolio, Crowne Plaza Hotels & Resorts is a dynamic hotel brand located in nearly 60 countries around the world in major urban centers, gateway cities and resort destinations. As the forth largest upscale hotel brand in the world, Crowne Plaza was recently recognized by Lodging Hospitality magazine as one of the industry's top-growing brands and travel buyers rated Crowne Plaza as the top upscale/select-service brand in Business Travel News' 2011 U.S. Hotel Chain survey. Truly international, Crowne Plaza offers premium accommodation, designed for the discerning business and leisure traveler who appreciates simplified elegance combined with the practicality of the latest features, as well as value for money. At Crowne Plaza, guests can enjoy a 24-hour business service, wireless high speed internet access in the lobby plus fitness and leisure facilities. For reservations at Crowne Plaza properties, visit www.crowneplaza.com or call 1-800-2CROWNE. Twitter: www.twitter.com/crowneplaza or Facebook: www.Facebook.com/crowneplaza.
About IHG (InterContinental Hotels Group)
IHG (InterContinental Hotels Group) [LON:IHG, NYSE:IHG (ADRs)] is a global organization with nine hotel brands including InterContinental® Hotels & Resorts, Hotel Indigo®, Crowne Plaza® Hotels & Resorts, Holiday Inn® Hotels and Resorts, Holiday Inn Express®, Staybridge Suites®, Candlewood Suites®, as well as our two newest brands, EVEN™ Hotels and HUALUXE™ Hotels & Resorts. IHG also manages Priority Club® Rewards, the world's first and largest hotel loyalty program with over 63 million members worldwide.
IHG franchises, leases, manages or owns over 4,400 hotels and more than 658,000 guest rooms in nearly 100 countries and territories, and has more than 1,100 hotels in its development pipeline.
IHG expects to recruit around 90,000 new people worldwide across its estate over the next few years and is committed to gender balance throughout its business. We aspire to continue retaining a minimum of 25% female representation on the Board.
InterContinental Hotels Group PLC is the Group's holding company and is incorporated in Great Britain and registered in England and Wales.
Visit www.ihg.com for hotel information and reservations and www.priorityclub.com for more on Priority Club Rewards. For our latest news, visit www.ihg.com/media, www.twitter.com/ihgplc or www.youtube.com/ihgplc.