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Reading: Campaign: Crowne Plaza Hotels says ‘Business Is A Game. Play To Win’
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B&T > Advertising > Campaign: Crowne Plaza Hotels says ‘Business Is A Game. Play To Win’
Advertising

Campaign: Crowne Plaza Hotels says ‘Business Is A Game. Play To Win’

Lena Sachs
Published on: 22nd October 2014 at 4:55 PM
Lena Sachs
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3 Min Read
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Crowne Plaza Hotels & Resorts has launched a new integrated marketing campaign ‘Business is a game. Play to win.’

The campaign, which went live last week, will run until December and draws parallels from the sporting world by visually linking business to sport.

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Promoted via digital and out of home channels, the marketing campaign positions the hotel brand as the best choice for a business traveller, by communicating to them that the hotels supports them through the day as if they were an athlete – from starting the game to recharging after the game.

Bruce Ryde, director brand management, Crowne Plaza Hotels & Resorts, AMEA, IHG said: “We know that travellers need to be at the top of their game, every day. They can’t afford to lag behind because of the constant strains of travel. And Crowne Plaza® Hotels & Resorts supports the business traveller with all their needs.”

“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. We’re very proud of our growing network of hotels across the region, which provides business travellers with the right tools for their job,” he said.

The media for this campaign is targeted to travellers across their business day as they travel to and from the office; whilst on their way to the airport for business travel. The messages will be placed throughout office environments including lift and lobby screens, as well as office café screens. Placements across major airport lounges will further cement the business travel message.

Crowne Plaza Hotels and Resorts offers a suite of services to help their business travellers succeed – via dedicated business and events teams (including a Meetings Director who make sure events & meetings run smoothly), the Crowne Plaza Sleep Advantage program, the IHG Meeting Rewards program, and a network of 68 Crowne Plaza Hotels and Resorts across Asia Middle East and Africa.

Last week also marked the roll-out of region-specific content across the Crowne Plaza Hotels and Resorts LinkedIn company page. With over six million Australian LinkedIn users, the channel presents a unique platform to reach business travellers. Providing regular business travel tips, hotel-specific information and ongoing inspiring content, the page will be a helpful resource for business travellers to continue to progress in their business race.

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By Lena Sachs
Lena is a consumer and social media specialist, and has over five years industry experience. In her current role as Account Director at Bite Communications, Lena develops and executes campaigns for traditional PR and social media programs for her clients. Previously, Lena was a Senior Account Manager at Pulse Communications, part of Ogilvy Public Relations, where she was responsible for the daily management of her clients and regular liaison with key media contacts, including regular client counsel, media pitching, media material development and planning. Lena has picked up a wealth of experience with consumer, tech and travel brands during her time in the industry, working with brands such as Havaianas, TripAdvisor, LG Electronics, Purina, Tourism Australia, KFC, MILO, Carnival Cruise Lines, Activision and Twentieth Century Fox. Lena’s main area of expertise is facilitating media relations campaigns and executing media events and consumer activations. Lena has worked on a range of activations and events that vary in scale, from launching Tourism Australia’s ‘There’s Nothing Like Australia’ campaign, to bringing a brand new video game IP, Skylanders, to market for the first time - now the biggest children's franchise globally, and in Australia. One of Lena’s career highlights was working on a large-scale Carnival Cruise Lines event, which saw a giant, 7-metre wide red nose placed on the bow of cruise ship Carnival Spirit as it sailed in to Sydney Harbour. The partnership was initiated to raise awareness for iconic Australian children’s charity, SIDS and Kids, in honour of Red Nose Day. The media moment saw national and international coverage, and touched every major broadcast network in Australia. Lena graduated from UTS with a Bachelor degree in Public Communications. Lena has also completed a presenting course at the National Institute of Dramatic Arts (NIDA).

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