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NewBe Presents a strategic positioning project for: Hernandez Kolls Tan Tazzia

NewBe Presents a strategic positioning project for:

NewBe Presents a strategic positioning project for: Hernandez Kolls Tan Tazzia
NewBe Presents a strategic positioning project for: Hernandez Kolls Tan Tazzia

Hernandez

Kolls

Tan

Tazzia

NewBe Presents a strategic positioning project for: Hernandez Kolls Tan Tazzia

TABLE OF CONTENTS

1

BRAND HISTORY

5

ADVERTISING REVIEW

6

COMPETITORS

9

MARKET SITUATION

10

SITUATION ANALYSIS

11

TARGET MARKET POSITIONING STATEMENT

12

CREATIVE BRIEF

14

CREATIVE EXECUTIONS

21

BIBLIOGRAPHY

BRAND HISTORY

BRAND HISTORY Crowne Plaza Hotels and Resorts is a brand of upper scale mid-level hotels owned

Crowne Plaza Hotels and Resorts is a brand of upper scale mid-level hotels owned by the InterContinental Hotels Group, or IHG. The company also owns the Holiday Inn brand, which is where Crowne Plaza had its beginnings. The Holiday Inn Crowne Plaza debuted in 1983 in Rockville, Maryland. It wasn’t until 1994 that Crowne Plaza became its own line of hotels, and in 1999 the brand expanded into Europe. Today the line consists of 404 properties worldwide, with 92 additional hotels under development.

Crowne Plaza caters mostly to business professionals and provides many amenities and services to make the business traveler’s stay as smooth as possible. Each property offers a business center equipped with computers and printing services, as well as complimentary wifi access. A large part of Crowne Plaza’s business comes from meetings, conferences and conventions. Their meeting spaces are fit for events from important business meetings to wedding receptions and large group gatherings. The brand even provides customers with personal meeting directors to help them plan and execute their event from start to finish.

Crowne Plaza also provides amenities to make their guests’ overnight stay as smooth as possible. Their Sleep Advantage program involves luxurious bedding, aromatherapy kits for relaxation,

and Quiet Zones during regular sleeping hours to prevent hotel staff or activities from waking the guest. Crowne Plaza is looking to enhance their Sleep Advantage benefits even further by investigating modern sleep technology such as curved beds.

In 2011 IHG released a new global repositioning strategy for the Crowne Plaza brand. The multi-year strategy contained three different phases: “Freshen Up,” “Move Up,” and “Shine.” The first phase focused on raising product quality and launching a new, more modern identity for Crowne Plaza hotels. The second phase focused primarily on the customer and how to enhance services to meet their needs, which included increased development and distribution in gateway cities and major resort markets. The final phase is currently underway and will last through 2015. The purpose is to clearly differentiate Crowne Plaza from competitors through “new and innovative brand hallmarks that will be rigorously tested across the globe,” according to IHG.

An important highlight of Crowne Plaza’s brand history is its relationship with the golf industry. The company recognized that there was a high appreciation and passion for the sport among a good majority of its clientele, and seized the opportunity to connect with those customers by partnering with

among a good majority of its clientele, and seized the opportunity to connect with those customers
the PGA. In 2006, Colonial Country Club announced that Crowne Plaza would be the title

the PGA. In 2006, Colonial Country Club announced that Crowne Plaza would be the title sponsor of the Colonial Invitational, renamed the Crowne Plaza Invitational. Crowne Plaza has remained the title sponsor of that tournament, and in 2015 IHG became the official hotel and resort partner of the PGA TOUR.

Finally, an important component to Crowne Plaza’s brand, as with any brand in the hospitality industry, is its rewards program. Crowne Plaza does not have its own specific program, but customers of Crowne Plaza can take advantage of everything the IHG Rewards Club has to offer. IHG recently revamped their rewards program to draw in more members, and now boasts of having the world’s largest hotel loyalty program. Ways for members to earn points include staying at IHG hotels, dining and shopping with partnered businesses, using a Rewards Club credit card, and flying or cruising with participating companies. Members can then redeem points for room nights across the world, on purchases of partnered brand products, on rental cars, or convert them into travel miles.

nights across the world, on purchases of partnered brand products, on rental cars, or convert them

BRAND HISTORY

BRAND HISTORY 3
4

ADVERTISING REVIEW

The first major advertising campaign for Crowne Plaza was a series of 30-second commercials done by Fallon that aired in 2008. The ads were centered on their relationship with the PGA and targeted toward their golf-loving customers. Famous golfer Phil Mickelson starred in the campaign along with other big names like George Lopez and David Feherty. The message of each ad was to show Crowne Plaza as “The Place to Meet.” Each spot took place in a meeting room and featured a short, entertaining conversation. The Mickelson commercials included “The Meeting of People Who Look Like Phil” and “The Meeting of Phil’s Biggest Fans,” and featured funny conversations between Mickelson and the meeting participants. The nine commercials featuring Lopez, Feherty, and other golf professionals and announcers showed unscripted conversations in the meeting room, each one humorous and golf-related.

in the meeting room, each one humorous and golf-related. In 2012 and 2013 Crowne Plaza launched

In 2012 and 2013 Crowne Plaza launched additional commercials with PGA TOUR Entertainment featuring another golf star, Rickie Fowler. The point of the ads was to feature the various ways that Crowne Plaza helps their guests achieve personal goals while traveling. The first shows an announcer following Fowler through his morning at the hotel, which appears to be effortless thanks to benefits like the wake- up call, hotel gym, and restaurant breakfast. The

later ads called “Autograph” and “Caddy” also showcase Fowler benefitting from Crowne Plaza services such as Sleep Advantage and a helpful staff that acts like a “caddy” by providing guests with everything they need before they need it.

guests with everything they need before they need it. Crowne Plaza’s most recent campaign was in

Crowne Plaza’s most recent campaign was in 2014, and was a series of print ads done by JWT London called “You First.” The ads are simple, featuring a single image with a large headline meant to highlight the little things Crowne Plaza does to make their guests’ stay easier. For example, one ad featuring the aromatherapy kits shows a small bottle of liquid with the headline “You deserve some TLC. 5ml of it.” Others encourage customers to “Add 116 calories of inspiration to your conference call” with their complimentary snacks, or to become a “boardroom superhero” by taking advantage of their meeting director “sidekick.”

snacks, or to become a “boardroom superhero” by taking advantage of their meeting director “sidekick.” 5

COMPETITORS

COMPETITORS Hilton Hotels and Resorts has more than 550 locations across 80 countries in 6 continents.

Hilton Hotels and Resorts has more than 550 locations across 80 countries in 6 continents. Since its beginning in 1927, it has been innovating the hotel stay. It was the first hotel to have cold running water (1927), first hotel to offer in-room televisions (1947) first airport hotel (1959), and first to set up a multi level reservation system that was the precursor to the way we book hotels today (1948). The company strives to be environmentally friendly and in 2008 opened the first hotel to be both LEED and Green Seal Certified in Vancouver, Washington. The Hilton HHonors program was introduced in 1987. With about 44 million members, it’s the largest hotel loyalty program and claims to be the easiest one in terms of earning rewards and reaching elite status.

Part of HHonors success is due to a large advertising campaign in 2008 that focused on the HHonors Brand with the tagline “no blackout dates.” During that time, Hilton focused on promoting individual properties and less so on the brand as a whole.

individual properties and less so on the brand as a whole. In 2012, Hilton launched the

In 2012, Hilton launched the “Stay Hilton, Go Everywhere” campaign that stated its global presence, wide range of hotels and multitude of cultural experiences you could have in them. It was changed to

“Stay Hilton, Go Out” in 2013 with more focus on nightlife, and several variations of the tagline spun off of that (“Go Chill,” “Go Refresh”). Shortly after in 2014, “Our Stage. Your Story” was launched and featured “#HILTONSTORY.” The campaign sought to get guests to use social media to spread the word. In 2015, Hilton is using Google hotel ads to reach customers. The platform allows them to reach a huge audience and target individual hotels to meet the consumer’s needs. It has been a great

hotels to meet the consumer’s needs. It has been a great success with a 12% increase

success with a 12% increase in ROI so far.

Hilton International shares the highest market share for number of rooms in the United States with Marriott Hotels, at about 10% each. It aims to reach 17.9% of the market share globally with the hotels currently under construction, which would make it the industry leader. Over the past 12 months, it has experienced $52 million in market share growth.

would make it the industry leader. Over the past 12 months, it has experienced $52 million

COMPETITORS

COMPETITORS Marriott Hotels & Resorts is Marriott International’s flagship brand of full-service hotels and

Marriott Hotels & Resorts is Marriott International’s flagship brand of full-service hotels and resorts. The company, based in Washington D.C., is repeatedly included on the Forbes Best Companies to Work for list, and was voted the fourth best company to work for in the UK by The Times in 2009. The loyalty program is called Marriott Rewards.

Marriott’s rewards program ranks No. 1 among hotel loyalty programs according to a new consumer survey released in 2014. Consumers like Marriott’s program because, among other reasons, it includes thousands of hotels that “provide a lot of opportunity to earn and redeem points,” and there are no blackout dates when redeeming points for free rooms. Marriott’s program partners with The Ritz-Carlton Rewards program, so you can accrue and redeem points with either program and use them interchangeably.

points with either program and use them interchangeably. The Marriott chain began with two motels in

The Marriott chain began with two motels in the 1950s. The first opened as a Quality Inn airport motel near Washington D.C. and another motel nearby, the Twin Bridges, opened a few years later. With the opening of the second motel, Marriott was born as

a brand name. As of September 2013, there were 505 hotels and resorts operating under the brand.

were 505 hotels and resorts operating under the brand. In 2012, Marriott International introduced their campaign,

In 2012, Marriott International introduced their campaign, “For You, We’re Marriott.” This campaign focused on African-American, Hispanic and lesbian, gay, bisexual and transgender (LGBT) business travelers and ran in both print and digital media through the year’s end. The ads championed frequent business travelers, who “conquer their missions on the road without forgetting the important things in life.” They also illustrated that Marriott understands the needs of all business travelers and welcomes them. Aiming to attract younger travelers, Marriott International introduced a new advertising and branding campaign for Marriott Hotels and Resorts in 2013. The campaign, named “Travel Brilliantly,” was directed at frequent business travelers who are born from the early 1960s to the late 1970s and those born from the 1980s to the 1990s.

Sheraton is one of ten brands within the Starwood Hotels & Resorts Worldwide family. Today

Sheraton is one of ten brands within the Starwood Hotels & Resorts Worldwide family. Today they have 435 hotels and 88 resorts in more than 70 countries worldwide. Over the past 70 years Sheraton has prided itself on constantly updating, adapting and changing with the times.

Ernest Henderson and Robert Moore acquired their first hotel in Springfield Massachusetts in 1937. Ten years later (1947) the Sheraton Corporation of America was the first hotel chain listed on the New York Stock Exchange. Sheraton claims to have launched Reservation, the industry’s first automatic electronic reservation system in 1958. Just 18 years after opening (1965), Sheraton opened its 100th hotel in Boston. In 1970 Sheraton reached another milestone by becoming the first hotel chain with a toll-free 800 number, which is still used today. In 1985 Sheraton became the first international hotel chain to operate in The People’s Republic of China.

In 1998 Sheraton was acquired by Starwood Hotels & Resorts Worldwide. One year later the Starwood loyalty program, Starwood Preferred Quests, was launched, making news with their industry first of no blackout dates and no capacity control.

first of no blackout dates and no capacity control. Between 2002 and 2008 Sheraton put an

Between 2002 and 2008 Sheraton put an emphasis on consumer comfort and experience by introducing the Sweet Sleeper bed, repositioning their lobbies to be a hub of connectivity, and reimagining the hotel gym experience.

SPG covers 10 brands in 100 countries with over 1,200 hotels. With over 3 tiers of reward

with over 1,200 hotels. With over 3 tiers of reward levels, SPG members can earn free

levels, SPG members can earn free nights with no blackout dates, gain VIP access to sporting events, culinary experiences, concerts and more. In addition to its personal rewards program, Starwood Hotels & Resorts has a SPG PRO, a rewards program specifically for Travel Professionals, Executive Assistants, and Meeting Planners.

Sheraton/Starwood offer numerous event planning services including custom Starwood websites, Reservation Connect, eMenus, Online Billing and more.

Between 2003 and 2012 Sheraton had at least 4 major ad campaigns. 2003 focused on a “New Spin” for Sheraton. In 2006 their “Belong” commercial was released. In 2008 Sheraton paired with the NCAA and came out with their “Same Team” campaign focusing on Starwood Preferred Guests. In 2012 Sheraton returned to the concept of belonging by advertising their new checkout times.

MARKET SITUATION

The Global Business Travel Association predicts business travel spending will be record breaking with a 6.2% growth over an already existing record 2014. The spending is predicted to $310.2 billion in 2015 thanks to lowered oil prices and increased consumer spending.

The American Express Global Business Travel Forecast in 2015 predicts that air, hotel and ground transportation prices will remain neutral to slightly higher across all regions. In the U.S. hotel prices are reported to increase as a result of overall economic growth, limited new properties and increased demand. It is also predicted that mid-level hotels will be competing with higher end hotels in 2015 as their value propositions increase. Higher-end hotels will continue to focus on superior service as their point of differentiation. The US construction pipeline is also setting records with 3,885 projects and 488,230 rooms.

Halfway into 2015, Business Traveler reports that, despite a weaker economic performance, U.S. hotels have gained momentum. PwC reported that the U.S. lodging sector has posted solid performance and demand during the first quarter

of 2015. This is expected to continue throughout 2015. The Revenue per available room (RevPAR)

is expected to increase 7% in 2015. PwC expects

RevPAR to increase another 6.19% in 2016 as

a

result of an increase in average daily rate.

Sleep innovations are a large trend for hotels

in

2015. Such innovations include smart beds,

hotels in 2015. Such innovations include smart beds, soundproofing, light therapy, spa sleep ritual treatments

soundproofing, light therapy, spa sleep ritual treatments and noise machines. Based on Travel & Leisure’s top ten lists, major considerations in business hotel chains include: customer service, loyalty programs, business and meetings facilities, value, and room design/amenities.

The third annual State of Meeting Industry survey reported on trends in meeting planning and execution. According to the survey meeting budgets will remain the same or increase in 2015. Booking windows for meetings are moving away from 2-6 months and towards 60 days and 6-12 months. According to the planners in the survey, other trends include using hotel services such as hotel spas and golf courses. With this shift groups are looking for lower room rates in exchange for their spending on amenities. Other activities planners will be interested in in 2015 include active, adventure and wellness-focused team building activities.

Naturally the first two considerations when planners select a hotel property are geographic location and room rate. The third consideration according to the survey group is food and beverage. Groups are especially looking for hotels offering fresher ingredients including using seasonal menus.

Other areas planners indicated would be important in 2015 include sufficient bandwidth for high-speed internet, including wired and wireless. Second is a demand for large LCD panels to display scrolling social feeds during meetings.

including wired and wireless. Second is a demand for large LCD panels to display scrolling social

SITUATION ANALYSIS

Strength

Weakness

Revamped rewards program

 

Event coordinators/directors

Limited locations

Pet Friendly

Inconsistent customer service

Sleep Advantage Program

Website design/location identification

Contemporary interior design

Lack of brand specific mobile app

Updated fitness centers

Poor social media presence

Rates/overall value

Online chat for customer service

Opportunity

 

Threat

Increased personalization

Spa Services

Competitors have more prestige and higher reputation

Sleep Technology

Planning services are growing

Increased knowledge

amongst competitors

about Restaurant/Bar

Good brand awareness in Europe

Creating mobile app

No mobile app

Lack of knowledge about rewards program

Location specific social media accounts

Outdated Architecture and exterior design

Highway locations far from walkable areas

TARGET MARKET

Professionals between the ages of 35-60 who are college graduates or above with an annual income of $60,000 or more and who are organizing and/ or attending business meetings and/or events.

They are looking for a quiet comfortable hotel with an upscale feel that offers all the amenities they would need such as: food/ beverage services, business center, large meeting facilities and event staff.

business center, large meeting facilities and event staff. POSITIONING STATEMENT For modern business professionals who

POSITIONING STATEMENT

meeting facilities and event staff. POSITIONING STATEMENT For modern business professionals who plan or attend

For modern business professionals who plan or attend meetings, Crowne Plaza is the hotel that provides the best comprehensive services for your meeting experience because of our dedicated focus on the specific needs of our travelling guests at a remarkable value.

CREATIVE BRIEF

1 What do we want the advertising to do

Show customers our range of meeting services

Eliminate our reputation as an outdated brand

Convince people crowne plaza is a modern hotel that is capable of fulfilling their needs at a good value.

that is capable of fulfilling their needs at a good value. Who is our target? •

Who is our target?

Professionals between the ages of 35-60 who are college graduates or above with an annual income of $60,000 or more and who are organizing and/or attending business meetings and/or events.

3 What do they currently think?

Believe it is outdated- antiquated hotel

Not top of mind brand for holding an event

4 What would we like them to think?

The perfect hotel for their meeting needs at a valuable price

Modern

5 What is the single most compelling promise we can make to them?

The success of our customers meeting/event

will be our number one priority, we will be there

every step of the way to ease their stress.

6 How do we make it believable?

Meeting director

Meeting timeline

Meeting checklist

Daily meeting debrief

Amenities aimed at optimizing their meeting experience

Business center

Fitness center

Sleep advantage

7 Is there anything else worth considering that may help us get to great creative work?

Not just meeting locations:

Involved in PGA- host golf events

Take customers outside

interests into consideration

8 Are there any executional mandatories?

Has to appear where it will reach travelling business audiences most effectivelyw

CREATIVE

EXECUTIONS

PRINT

Sleep Meet Succeed Repeat
Sleep
Meet
Succeed
Repeat

STORYBOARD

STORYBOARD 15

A young businessman in a suit sits in an airport lounge working on his laptop while awaiting his evening flight. We see him board the flight and when he lands, he climbs aboard a Crowne Plaza Hotel shuttle. He checks in at the Crowne Plaza, greeted by smiling front desk staff. He grabs a complimentary lobby apple before heading to his room and collapsing onto a luxurious bed, clearly exhausted and sighing in satisfaction at how comfortable the bed is. The next morning we see him get a workout in at the hotel’s fitness center before meeting with his meeting director, a friendly looking woman who reviews several checklists with him as they nod in agreement. The man later conducts a meeting in a modern-looking conference room full of other professionals with catered buffet tables in the back. He closes with a smile and receives applause. We see him shake hands with his meeting director, clearly feeling successful. We see a hotel door shut with a “Do Not Disturb” sign as the man concludes his day.

AIRPORT LOUNGE

AIRPORT LOUNGE 17
AIRPORT LOUNGE 17
18
18

TCHOTCHKES

TCHOTCHKES 19
TCHOTCHKES 19
TCHOTCHKES 19
TCHOTCHKES 19
TCHOTCHKES 19

BIBLIOGRAPHY

Research

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Simmons OneView

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Images

Crowne Plaza Print Ad: http://www.thestable.com.au/witness-the-power-of-a-perfectly-crafted-print-ad/

Crowne Plaza Golfer: http://golfmatchapp.com/golfmatch-fantasy-forecast-crowne-plaza-invitational-at-colonial/

Crowne Plaza Rickie Fowler Commerical: http://www.ispot.tv/ad/7o9e/crowne-plaza-signing-autographs-featuring-rickie-fowler

Crowne Plaza Phil Mickelson Commercial: https://www.youtube.com/watch?v=3KvFQRWWPvE

Crowne Plaza Room: http://www.marctey.com/index.php#mi=2&pt=1&pi=10000&s=25&p=1&a=0&at=0

Crown Plaza Exterior: http://www.booking.com/hotel/us/crowne-plaza-syracuse.html

Crowne Plaza Map: http://www.ihg.com/hotels/us/en/global/reservations/brand_maps

Sleep Pod: http://www.businessinsider.com/aol-sleep-pods-2010-6?op=1

Repeat Airport: http://passenger156.com/2014/10/5-fab-tips-4-effortless-travel/

Meet Lounge: http://www.charterworld.com/?sub=yacht-charter&charter=myturama-5725

Succeed Lounge: http://www.prudentialhotel.com/eng/channel.php?channel=business-centre

Frosted Door: http://www.modernus.com/products/glass/sl-00/

Crowne Plaza Words: http://www.crowneplazainvitational.com/graphics-photos

Crowne Plaza Logo: http://www.cpathens.com/opengraph.png

Hilton Logo:http://news.hiltonworldwide.com/assets/HWW/images/mediakit/HI_mk_logo_hiltonbrandlogo.jpg

Hilton Honors:http://www.ingredientsinc.net/wp-content/uploads/2013/07/HHonors-NEW-logo.jpg

Hilton Your Story: http://marketingland.com/wp-content/ml-loads/2014/08/hilton_your_story.jpg

Hilton Go Everywhere:http://currentbrand.com/wp-content/uploads/2012/12/SHGE1.jpg

Hilton No Blackouts:http://www.acpeterson.com/wp-content/uploads/2013/11/HH_love.jpg

Hilton Go Refresh:http://www.luxeinacity.com/wp-content/uploads/2014/12/Go-Chill-and-Go-Refresh-at-the-Hilton.jpg

Target Market Photo: http://www.inmagine.com/captcha/container.php?filename=culs112061

Positioning Statement Photo: http://crowneplazatorontoairport.ca/meetings-conference-venues/

Crowne Plaza Title Page Logo: https://pbs.twimg.com/profile_images/588019551545077760/cBkD403J.png

Sheraton New Spin Commerical: http://syr.adforum.com.libezproxy2.syr.edu/creative-work/ad/player/44782/epic/sheraton-hotels

Sheraton Belong Commercial: https://www.youtube.com/watch?v=xfIu5WjUQOY

Sheraton Logo: http://www.indieatlanticfilms.com/philosophy/