COPYWRITER | DAPHNE LEFRAN
ART DIRECTOR | ALEXANDRIA GALLEGO
DIGITAL DESIGNER | REBECA MORENO
Crowne Plaza has become a hotel brand that is transient, outdated and irrelevant. They want to target young, tech-savvy, millennial professionals who are enjoying their first or second job out of college.
INSIGHT: Millennials live in a digital world and expect to get things instantly, conveniently and quickly.
SOLUTION: THE CROWNE EXPERIENCE. Crowne Plaza will rebrand itself as a hotel with character and technology that doesn't take the place of human interaction, but enhances it. It will offer an experience that is based on the power of human connection. We believe that great things come through collaboration and networks; that driven and creative people need to be inspired by their surroundings, technology and the people around them—a place where people can work, meet, learn, collaborate and play.
NEW BRANDING PROPOSAL:
ACTIVATION & SOCIAL MEDIA: