NEW YORK, March 20, 2017 /PRNewswire/ -- InterContinental
Hotels Group (IHG), one of the world's leading hotel
companies, today launched the Crowne Plaza® Hotels & Resorts brand's largest consumer media campaign for the
Americas region in the past 10 years. The campaign, We're All Business, Mostly, demonstrates an important milestone in the
transformational journey as the Crowne Plaza brand reaffirms its commitment to making business travel more fulfilling for the
modern business traveler. In June 2016, IHG announced the Crowne Plaza Accelerate program, which includes
a $200 million investment in the brand, inclusive of this new campaign.
"The new consumer media campaign is a key component of the Crowne Plaza Accelerate program. 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," said Eric Lent, VP, Crowne Plaza® and Holiday
Inn®, The Americas. "At Crowne Plaza hotels, our branded properties and guest service have always been designed to
help business travelers accomplish what's important both professionally and personally while they're on the road. Through the
We're All Business, Mostly campaign, we are articulating and reaffirming that brand promise to our guests, while executing
against a broader program designed to build guest love, drive performance and deliver high quality growth to our Owners."
The We're All Business, Mostly consumer media campaign represents the Crowne Plaza brand's position as a modern
business hotel allowing guests to focus on blending the duality of both work and life to achieve personal and professional
success.
The intent of the platform, which is also to be used as a tagline, is to communicate the brand's understanding of and ability
to enable a lifestyle that seamlessly blends 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.
Through Kantar Millward Brown, an independent research firm that has tested more than 150,000
ads globally, 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.
Even further, compared to a database of over 17,000 ads in the US across industries, the new Crowne Plaza ad scored in the top
18% of all ads for 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, titled
MOMENTUM by 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. Additionally, Flexible Meetings
Spaces and WorkLife Rooms — both intended to offer guests a mix of connectivity and flexibility — will debut in 2017.
Lent continued, "The Crowne Plaza brand's aspiration is to break through the hospitality sea of sameness and become
known as the brand enabling the modern business traveler to blend work and relaxation, with a bit of inspiration and adventure -
whether that's with a cocktail at the bar, a workout at the gym or a delicious meal."
Click here to view a behind-the-scenes video discussing the
campaign and its objectives for the brand. For more information about the Crowne Plaza Accelerate program and
the We're All Business, Mostly campaign, visit www.crowneplaza.com/accelerate.
About Crowne Plaza® Hotels & Resorts:
Part of the IHG global portfolio, the Crowne Plaza® Hotels & Resorts brand is a dynamic upscale hotel brand
with more than 400 locations around the world. At Crowne Plaza hotels, we help today's modern business traveler feel most
productive, inspired and restored while traveling for business. The brand's Sleep Advantage® program ensures our
guests get a great night's sleep to power through their day. Visit www.crowneplaza.com. Connect with us on Twitter: www.twitter.com/crowneplaza or Facebook: www.Facebook.com/crowneplaza..
About the Timo Weiland Brand:
Co-founded in 2010 by Timo Weiland, Alan Eckstein and
Donna Kang, Timo Weiland is a New
York based Womens and Menswear brand. Built around the ethos of creating clothes to live in, the collections are inspired
by the multifaceted lifestyles of the designers and those around them. Drawing from a shared love of music, travel and
contemporary culture, Timo Weiland presents an updated take on classic American sensibilities.
Known for eclectic combinations of fabrics and detailing, the collection places focus on quality and wearability, while injecting
touches of the designers' distinct brand of playfulness. Modern prep meets streetwear, with a touch of romance, the brand
encompasses the adventurous spirit of New York City.
Notes to Editors:
IHG® (InterContinental Hotels Group) [LON:IHG, NYSE:IHG
(ADRs)] is a global organisation with a broad portfolio of hotel brands, including InterContinental® Hotels &
Resorts , Kimpton® Hotels &
Restaurants , HUALUXE®
Hotels and Resorts , Crowne Plaza® Hotels & Resorts , Hotel Indigo® , EVEN® Hotels , Holiday Inn® Hotels &
Resorts , Holiday Inn Express® , Staybridge Suites® and Candlewood Suites® .
IHG franchises, leases, manages or owns more than 5,000 hotels and nearly 750,000 guest rooms in almost 100 countries, with
more than 1,400 hotels in its development pipeline. IHG also manages IHG® Rewards Club , the world's first and
largest hotel loyalty programme, with more than 96 million members worldwide.
InterContinental Hotels Group PLC
is the Group's holding company and is incorporated in Great Britain and registered in
England and Wales. More than 350,000 people work across IHG's
hotels and corporate offices globally
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SOURCE IHG (InterContinental Hotels Group)