April 15, 2013 // Franchising.com // ATLANTA – The Crowne Plaza® Hotels & Resorts brand today announced the launch of a multimedia advertising campaign starring PGA TOUR professional Rickie Fowler. The upscale hotel brand is continuing its relationship with Fowler for a second consecutive golf season and will execute a multichannel campaign designed to show how Crowne Plaza hotels help business travelers meet their personal goals when they’re on the road. One of the most recognizable golfers on the PGA TOUR, Fowler will appear in television, print and online ads showcasing his own experience as a business traveler, albeit a non-traditional one.
The two light-hearted broadcast spots titled “Autograph” and “Caddie” will launch April 20. “Autograph” shows Fowler tiring and losing focus as he signs autographs for fans, finally able to rest only when he collapses in the comfortable bed in his Crowne Plaza hotel room. “Caddie” shows how the team members at Crowne Plaza hotels serve as guests’ own personal right hand man or woman, making it easier for them to focus on work, and features a cameo by Fowler’s own caddie, Joe Skovron.
“Rickie Fowler is the perfect example of the guests we welcome at our Crowne Plaza hotels. They’ve accomplished a lot in their careers, but they’re still striving for more,” said Gina LaBarre, vice president, Americas Brand Management, Upscale Brands, IHG®. “These ads take a clever approach to showing how the services and amenities we provide at Crowne Plaza hotels enable guests to be their best, whether they’re a professional golfer or a more traditional business traveler.”
The spots highlight both the Crowne Plaza service program, which helps ensure that guests have a productive and successful stay, and the Sleep Advantage™ program, which encompasses the entire sleep experience, from training staff on how to create and maintain a restful environment to providing innovative products and services. Program components include signature bedding, guaranteed wake-up calls, designated quiet zones and aromatherapy.
“My experience as a business traveler isn’t vastly different just because I’m a professional golfer,” said Rickie Fowler. “I still want to stay at a hotel where I can get a good night’s sleep and where there are people who anticipate what I need to do my job better. These ads, which were a lot of fun to film, show that business travelers can get this exact experience when they stay at Crowne Plaza hotels.”
Created with PGA TOUR Entertainment and independent creative director Bobby Appleby, the campaign will run April 20 through Aug. 4 in support of the brand’s PGA TOUR title sponsorship of the Crowne Plaza Invitational at Colonial. IHG, the parent company of the Crowne Plaza brand, is the Official Hotel and Resort Partner of the PGA TOUR, Champions Tour and Web.com Tour. The 2013 Crowne Plaza Invitational at Colonial will be held May 20-26 at Colonial Country Club in Fort Worth, Texas, and Fowler has committed to playing in the 2013 tournament. The Crowne Plaza Invitational at Colonial is the longest running PGA TOUR tournament still being held at the original site. Visit www.crowneplaza.com/golf for more.
To see the ads, visit the Crowne Plaza YouTube channel.
Part of the IHG global portfolio, the Crowne Plaza® Hotels & Resorts brand is a dynamic upscale hotel brand located in nearly 65 countries around the world in major urban centers, gateway cities and resort destinations. As the fourth largest upscale full-service hotel brand in the world and one of the fastest growing, the Crowne Plaza brand has a solid foundation for future growth. The portfolio has doubled since 2003 to nearly 400 hotels, and the global pipeline has increased fourfold to nearly 100 hotels. At Crowne Plaza hotels, we help our guests feel energized and productive, with 24-hour business services, wireless high speed Internet access in the lobby, and fitness and leisure facilities. Our Sleep Advantage® program ensures our guests get a great night’s sleep to power through their day. For reservations at Crowne Plaza properties, visit www.crowneplaza.com or call 1-800-2CROWNE. Connect with us on Twitter: www.twitter.com/crowneplaza or Facebook: www.Facebook.com/crowneplaza.
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®, EVEN™ Hotels and HUALUXE™ Hotels & Resorts. IHG also manages Priority Club® Rewards, the world’s first and largest hotel loyalty program with over 71 million members worldwide.
IHG franchises, leases, manages or owns over 4,600 hotels and more than 675,000 guest rooms in nearly 100 countries and territories. With more than 1,000 hotels in its development pipeline, IHG expects to recruit around 90,000 people into additional roles across its estate 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.
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/ihg, www.facebook.com/ihg or www.youtube.com/ihgplc.
Crowne Plaza Hotels & Resorts
Hill + Knowlton Strategies