'Business is a game. Play to win' - IHG launches new marketing initiative in Australia

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.

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 LinkedIncompany 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.

Look out for more news from Crowne Plaza for the business traveller in the coming months.

Australia is a major source market for the Crowne Plaza brand and the campaign will specifically target business travellers. There are currently nine Crowne Plaza hotels across Australia and 68 across the Asia, Middle East and Africa region (excluding Greater China), with 16 more hotels due to open over the next three to five years.