Crowne Plaza unveils European marketing drive

Crowne Plaza has unveiled details of a pan-European marketing drive aimed at strengthening its position in the events and business travel sectors. Launching at the end of this month, a series of live events under the banner Think Tank will see influential business leaders – what the Intercontinental Hotel Group brand has monikered “The Crowne Plaza Mavericks” – addressing business travellers and providing insights into their successes. Targeting members of Crowne’s Priority Club rewards programme, which the chain claims is the largest hotel loyalty scheme in the world, the sessions will be backed by a marketing push including a media partnership with the Financial Times. Elsewhere, point of sale material will feature in all Crowne Plaza properties, promotional support comes in the form of newsletters to members of the Priority Club, as well as other print and online advertising across the EMEA region, details of which are still being finalised. The final strand is a microsite, www.crowneplazathinktank.com, containing business tools such as tips and advice from the Mavericks as well as details and news about all the events. The first session will see Carl Honoré, a central figure in the “slow movement” and best-selling author of In Praise of Slow, present at the Crowne Plaza London – The City on 24 September. This will be followed by similar events in Hamburg (11 October), Brussels (17 October) and Rome (7 November), each hosted by a different Maverick. “Crowne Plaza has always been a pioneering brand that recognises the needs of its business clientele,” said IHG’s vice president (marketing and revenue management) EMEA Colin Roy. “In formulating the Think Tank concept, our aim is to develop a campaign that embodies the brand’s pioneering and individual spirit whilst inspiring our target market.” The live marketing elements of the campaign have been developed by agency Out of the Blue Communications.

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