Fallon, Crowne Plaza Target Golfers

CHICAGO Pro golfers join with famous devotees of the game in Fallon’s campaign introducing Crowne Plaza’s golf affinity marketing program.

The effort breaks today and features commentator David Feherty moderating an unscripted conversation among personalities such as golf stars Lee Trevino and Natalie Gulbis, golf writer Dan Jenkins, TV personality George Lopez and aging rocker Alice Cooper.

In a series of six TV spots the group shares game secrets, superstitions and flexible golf rules when playing with spouses. The campaign introduces the tagline, “The place to meet.”

“Golf has long served as the informal ‘place to meet,’ so developing a golf
platform was a natural way to further align our meetings focus with our customers’ interests and hobbies,” said Kevin Kowalski, vp, brand management for Crowne Plaza. “By showcasing highly entertaining dialogue among some of golf’s most unique personalities in a Crowne Plaza setting, we’ll entertain our core and bring to life our meeting room experience in a bold, new way.”

The campaign is the first national TV effort for the hotel chain, and the first from the agency since the Publicis Groupe shop picked up the business last November. The Minneapolis agency also handles sister company Holiday Inn.

In conjunction with the campaign, the Atlanta hotel chain, which is part of the Intercontinental Hotels Group, will launch a golf portal targeting business travelers who love the game. The site, crowneplaza.com/golf, created by Publicis’ Digitas, will offer tips, featured golf courses and news, as well as customized regional content.

IHG spent $4 million advertising the Crowne Plaza brand last year, according
to Nielsen Monitor-Plus.