InterContinental Hotels Group (IHG) announced the launch 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 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.