InterContinental introduces We’re All Business, Mostly global brand platform as part of the group’s Crowne Plaza Accelerate programme.
InterContinental has launched its largest Crowne Plaza consumer campaign for the Americas in the past 10 years. Titled We’re All Business, Mostly, the push marks the transformational journey of the hospitality marque in making travel more fulfilling for the modern business traveller.
The platform communicates the brand’s ability to enable a lifestyle that blends work and personal pursuits. While the first part of the message yields a recognition of why guests stay at Crowne Plaza hotels, the ‘mostly’ provides a nod to the duality of the modern business traveller’s life.
In June 2016, InterContinental announced the Crowne Plaza Accelerate programme, a $200 million investment which includes the new campaign. Through Kantar Millward Brown, the group tested advertising with consumers that come under the modern business traveller segment.
Results indicated strong likability of the campaign and that people were more likely to purchase or try the brand after experiencing the effort. Also, the new ad scored in the eighteenth percentile for its ability to impact awareness and the top 14 percent of all ads for impact to persuasion.
“Through the campaign, we are reaffirming our brand promise, while executing against a broader programme designed to build guest love, drive performance, and deliver high-quality growth to our owners,” said Eric Lent, VP of Crowne Plaza and Holiday Inn for The Americas.