InterContinental Hotels Group is launching the Crowne Plaza Hotels & Resorts brand’s largest consumer media campaign for the Americas region in the past 10 years.
With “We’re All Business, Mostly,” Crowne Plaza reaffirms its commitment to making business travel more fulfilling. In June 2016, IHG announced the Crowne Plaza Accelerate program, which includes a $200 million investment in the brand, inclusive of this campaign.
The consumer media campaign is a key component of the Crowne Plaza Accelerate program, says Eric Lent, VP, Crowne Plaza and Holiday Inn, The Americas. It includes a 15-second TV spot created by Ogilvy & Mather.
“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,” Lent says in a release.
The intent of the platform, which is also the tagline, is to communicate the brand’s understanding of and ability to blend work and personal pursuits. 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, Lent says.
Through Kantar Millward Brown, the brand tested the advertising with consumers that fall into the modern business traveler target. Results indicated strong likability of the campaign and people were more likely to purchase or try the brand after seeing the campaign. Compared to a database of over 17,000 ads in the U.S. across industries, the new Crowne Plaza ad scored in the top 18% of all ads for the ability to impact awareness and the top 14% of all ads for impact to persuasion.
Over the course of 2017, the Crowne Plaza brand is making physical improvements in properties throughout the Americas portfolio. Most recently, in February, the brand introduced new designer staff uniforms through a pilot program. The uniform collection developed in partnership with notable fashion design team Timo Weiland, represents another step forward in the brand’s commitment to creating a design-led guest experience and officially will roll out this summer. In addition, Flexible Meetings Spaces and WorkLife Rooms — both intended to offer guests a mix of connectivity and flexibility — will debut in 2017.