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.
ATLANTA – The Crowne Plaza Hotels & Resorts brand 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.
