News for the Hospitality Executive
Crowne Plaza Continues its Kinship with Golf; Signs Pro
Golfer Phil Mickelson
to Serve as the Face for its 2008 Marketing Campaign
|ATLANTA, Jan. 2, 2008 - Giving a piece of advice or sharing
a personal experience is anything but ordinary when a world-renowned professional
athlete lets his fans to do the talking. PGA TOUR professional Phil Mickelson
will serve as the face of a unique Crowne Plaza(R) Hotels & Resorts
integrated marketing campaign that encourages golf enthusiasts to appear
with him in a national TV ad campaign.
Beginning January 3 through February 3, 2008, Crowne Plaza will post a series of invitations in major golf publications and distribute them to hotel guests at all U.S. properties encouraging avid fans to visit ameetingwithphil.com . At the web site, consumers will be invited to submit a story or video for a chance to participate with Phil Mickelson in a national TV ad campaign. The "A Meeting with Phil" ad campaign with Mickelson and selected golf fans is slated to air April through September 2008.
"In order to solidify our point of difference in the marketplace and to elevate brand awareness, we will continue to focus on our 'meetings' positioning and activate our golf platform in a new and engaging way," said Gina LaBarre vice president, brand management, Crowne Plaza Hotels & Resorts. "We believe that by bringing together an internationally recognized PGA TOUR champion and his most avid fans in a humorous and unscripted meeting setting will truly underscore that Crowne Plaza is 'The Place to Meet,' and resonate with our core consumer who loves golf."
In a series of six, 30-second spots, Mickelson will interact with real golf fans who share a love for the game - and the PGA TOUR professional himself - in an unscripted conversation. Meetings topics featured on the microsite and in the TV campaign will include:
-- Fans who have advice for Phil's game
Additional recruitment vehicles such as mirror clings in bars and restaurants and online banners on major sports web sites will be executed in key markets in January to help drive awareness and traffic to the microsite. Open casting calls in various U.S. cities will also be held to further generate attention for the campaign with the first casting call and audition to be held at the Crowne Plaza Times Square in New York City on January 22.
"I'm really looking forward to meeting and spending time with my fans face-to-face," said Phil Mickelson. "I'm flattered that Crowne Plaza thought of me as they launch this new campaign. I think it's going to be fun."
Created by Fallon Minneapolis, the "A Meeting with Phil" campaign will marry Crowne Plaza as "The Place to Meet" with the special tenets of golf and the Crowne Plaza Invitational at Colonial in a way that is fresh, contemporary and humorous. This year's TV ad campaign with Mickelson will support the brand's PGA TOUR sponsorship, as well as highlight Priority Club(R) Rewards and the Crowne Plaza Sleep Advantage(TM) program.
The 2008 integrated marketing campaign is an extension of the brand's first national television advertising campaign. The 2007 "The Place to Meet" campaign, launched in April, featured national golf commentator/journalist David Feherty attempting to moderate an entirely unscripted conversation amongst TV personality and golf fanatic George Lopez, shock-rocker and avid golfer Alice Cooper, golf great Lee Trevino, LPGA star Natalie Gulbis, and outspoken golf scribe Dan Jenkins.
This year's Crowne Plaza Invitational at Colonial will be held May 19-25 at Colonial Country Club in Fort Worth, Texas. The tournament is the longest running PGA Tour tournament still being held at the original site. For more information about the Crowne Plaza Invitational at Colonial golf tournament in May, visit www.crowneplaza.com/invitational .
InterContinental Hotels Group
|Also See:||Golfers Lee Trevino and Natalie Gulbis Featured in Crowne Plaza's First Multi-million dollar National TV Campaign / April 2007|
|Holiday Inn Hotels Begins Multi-million-dollar Marketing Campaign that Asks Guests to Look Again at the Brand / June 2006|