Phil Mickelson to Host His Fans at the Ultimate Meeting
PGA TOUR Professional to Appear in New Crowne Plaza® Integrated Marketing Campaign with His Fans
ATLANTA . - Giving a piece of advice or sharing a personal experience is anything but ordinary when a world-renowned professional athlete lets his fans to do the talking. PGA TOUR professional Phil Mickelson will serve as the face of a unique Crowne Plaza® Hotels & Resorts integrated marketing campaign that encourages golf enthusiasts to appear with him in a national TV ad campaign.
Beginning January 3 through February 3, 2008, Crowne Plaza will post a series of invitations in major golf publications and distribute them to hotel guests at all U.S. properties encouraging avid fans to visit ameetingwithphil.com. At the web site, consumers will be invited to submit a story or video for a chance to participate with Phil Mickelson in a national TV ad campaign. The “A Meeting with Phil” ad campaign with Mickelson and selected golf fans is slated to air April through September 2008.
“In order to solidify our point of difference in the marketplace and to elevate brand awareness, we will continue to focus on our ”meetings“ positioning and activate our golf platform in a new and engaging way,” said Gina LaBarre vice president, brand management, Crowne Plaza Hotels & Resorts. “We believe that by bringing together an internationally recognized PGA TOUR champion and his most avid fans in a humorous and unscripted meeting setting will truly underscore that Crowne Plaza is ”The Place to Meet,“ and resonate with our core consumer who loves golf.”
In a series of six, 30-second spots, Mickelson will interact with real golf fans who share a love for the game -- and the PGA TOUR professional himself -- in an unscripted conversation. Meetings topics featured on the microsite and in the TV campaign will include:
* Fans who have advice for Phil’s game
* People whose left hand has also taken them to greatness
* Spectators who have been hit by one of Phil’s golf balls
* People who happen to look like Phil
* Kids who might just be the next Phil Mickelson
* Admirers who consider themselves Phil’s biggest fans
Additional recruitment vehicles such as mirror clings in bars and restaurants and online banners on major sports web sites will be executed in key markets in January to help drive awareness and traffic to the microsite. Open casting calls in various U.S. cities will also be held to further generate attention for the campaign with the first casting call and audition to be held at the Crowne Plaza Times Square in New York City on January 22.
“I’m really looking forward to meeting and spending time with my fans face-to-face,” said Phil Mickelson. “I’m flattered that Crowne Plaza thought of me as they launch this new campaign. I think it’s going to be fun.”
Created by Fallon Minneapolis, the “A Meeting with Phil” campaign will marry Crowne Plaza as “The Place to Meet” with the special tenets of golf and the Crowne Plaza Invitational at Colonial in a way that is fresh, contemporary and humorous. This year’s TV ad campaign with Mickelson will support the brand’s PGA TOUR sponsorship, as well as highlight Priority ClubÒ Rewards and the Crowne Plaza Sleep AdvantageTM program.
The 2008 integrated marketing campaign is an extension of the brand’s first national television advertising campaign. The 2007 “The Place to Meet” campaign, launched in April, featured national golf commentator/journalist David Feherty attempting to moderate an entirely unscripted conversation amongst TV personality and golf fanatic George Lopez, shock-rocker and avid golfer Alice Cooper, golf great Lee Trevino, LPGA star Natalie Gulbis, and outspoken golf scribe Dan Jenkins.
This year’s Crowne Plaza Invitational at Colonial will be held May 19-25 at Colonial Country Club in Fort Worth, Texas. The tournament is the longest running PGA Tour tournament still being held at the original site. For more information about the Crowne Plaza Invitational at Colonial golf tournament in May, visit www.crowneplaza.com/invitational.
Crowne Plaza Hotels & Resorts participates in Priority Club Rewards. With more than 37 million members, Priority Club® Rewards is the first, largest and fastest-growing guest loyalty program in the hotel industry. Winner of the 19th Annual Freddie Awards hotel loyalty “Program of the Year” and named “Best Hotel Rewards Program in the World” three years running by Global Traveler magazine, Priority Club Rewards offers more sought-after benefits and the greatest ease of use of any hotel loyalty program.
Enrollment in Priority Club Rewards is free. Guests can enroll by logging on at priorityclub.com, by calling 1-888-211-9874 or by inquiring at the front desk of any of IHG’s 3,800 hotels worldwide.
Crowne Plaza was recently recognized by Lodging Hospitality magazine as one of the industry’s top growing brands. As part of the IHG global portfolio, Crowne Plaza Hotels & Resorts has nearly 300 hotels in 51 countries, and are located in major urban centers, gateway cities and resort destinations. For reservations at Crowne Plaza properties, www.crowneplaza.com or call 1-800-2CROWNE.
Natasha Gullett, Crowne Plaza Hotels & Resorts, firstname.lastname@example.org, Ph: 770.604.5597
Letal Greenberg, Weber Shandwick, Lgreenberg@webershandwick.com, Ph: 212.445.8108
InterContinental Hotels Group PLC (IHG) of the United Kingdom [LON:IHG, NYSE:IHG (ADRs)] is one of the world’s largest hotel groups by number of rooms. IHG owns, manages, leases or franchises, through various subsidiaries, over 3,800 hotels and more than 571,000 guest rooms in nearly 100 countries and territories around the world. IHG owns a portfolio of well recognised and respected hotel brands including InterContinental® Hotels & Resorts, Crowne Plaza® Hotels & Resorts, Holiday Inn® Hotels and Resorts, Holiday Inn Express®, Staybridge Suites®, Candlewood Suites® and Hotel Indigo®, and also manages the world’s largest hotel loyalty programme, Priority Club® Rewards with over 37 million members worldwide.
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