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Crowne Plaza Hotels likens business travellers to athletes in push for corporate market

Screen Shot 2014-10-22 at 12.38.48 PMCrowne Plaza Hotels and Resorts is attempting to increase its number of business travellers with a campaign which uses sporting analogies to promote its services.

The hotel chain, part of InterContinental Hotels, will compare business travellers to athletes by stressing how Crowne supports them during the day – “from starting the game to recharging after the game”.

The marketing drive, called ‘Business is a game. Play to win’ , features digital and out of home channels and will run until December.

Bruce Ryde, director brand management for AMEA, said: “At Crowne Plaza, we know that the world of business is very similar to the sporting world, and we want to help our guests succeed and progress.”

Ads will appear in offices, including lift and lobby screens, as well as office café screens, and airport lounges.

The campaign comes as Crowne Plaza rolls out region-specific content across its LinkedIn company page in a further move to target business travellers.

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