Film > Product & Service
WIVES
FALLON, Minneapolis / CROWNE PLAZA / 2008
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CampaignDescription
Crowne Plaza historically suffered from low awareness and consideration among their core target of upscale business travellers and meeting initiators. Given an overwhelmingly positive demographic alignment between the PGA Tour and this target, Crowne Plaza identified golf as an opportunity to improve perceptions, and to raise awareness for the brand. Thus, in 2006, Crowne Plaza became the title sponsor of the longest-running PGA TOUR event, now called the Crowne Plaza Invitational at Colonial.The strategic communications challenge was to fortify its position as the hotel to contract for business meetings and validate Crowne Plaza as a worthy sponsor of golf.
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