Brand?

Crowne Plaza is a quality mid-range hotel chain that has for several years focused on providing meeting space for businesspeople and fantastic, customizable bedding options. Still, a lack of advertising and outreach to its target audience was leaving its brand out in the cold. When, to raise its profile, the hotel decided to sponsor a PGA golf tournament at the famous Colonial Country Club, I worked with creative directors, marketing executives, and designers to further engage the hotel’s golf-playing business audience by creating an amateur invitational tournament and sweepstakes based on the idea that you can “Be a Pro for a Day…Even if You Don’t Play Like One”. Award-winning designer Charlie Cunningham and I created every piece in the campaign, shooting our own photos for the poster, crafting brochures, magazine ads, microsite, online ads, and a direct mail piece that drove a 15% response rate! The campaign won a Special Advertising prize at the 2007 Adrian Awards.