Results - RightMinds

Crowne Plaza was introduced in 1983 as an upscale product extension of Holiday Inn. In 1994, Crowne Plaza was established as a separate brand in hopes of better reflecting an upscale market image and appeal. However, name changes and growth through inconsistent property acquisition added to the challenge of establishing a consistent brand identity for Crowne Plaza within the Intercontinental Hotels Group portfolio. The task was to evolve the brand positioning of Crowne Plaza and develop breakaway Brand Signature Concepts that are easily recognized and accepted by the consumer.

Solutions

Positioning statement with articulation of a new core customer target

Brand personality development with brand visualization boards

Breakthrough ideas

Visual articulation of top ideas

Results

Several concepts generated through the process were elevated for testing on-site

Primary initiatives in the current “sleep program” successfully implemented nationally with a multi-million dollar advertising budget

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