Crowne Plaza Twitter Branding | Branding | Pixel8
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Crowne Plaza twitter page design

What did we do?

In comparison to hotel groups of a similar distinction and calibre Crowne Plaza was being outclassed in terms of social media. It was our job to rectify this and to provide an official forum for interaction and communication with customers.

We provided global social media marketing for InterContinental Hotels Group’s (IHG) Crowne Plaza Hotels & Resorts brand.

As per the Facebook strategy, the starting point of this campaign was zero.

What did we achieve?

We tied all of the Crowne Plaza Facebook campaigns in with Twitter. We produced Facebook collateral for ‘Room Nights for the Brave’, Crowne Plaza’s campaign supporting ‘Birdies for the Brave’. This is a military outreach initiative assisting U.S. Armed Forces and their families and is supported by the PGA Tour. Crowne Plaza donated one room night to ‘Birdies for the Brave’ for every Eagle made at 8 PGA Tour golf tournaments between 19th May and 3rd July 2011. We created and designed custom graphics known as the ‘Eagle Counter’. The counter displayed the number of free rooms accrued to date and was loved by IHG, Twitter and Facebook users alike (proven in the online feedback and comments posted on the page).

‘Room Nights for the Brave’ launched on Facebook and Twitter at the moment play began at the Crowne Plaza Invitational at Colonial.  254 free room nights were donated to injured US military personnel and their families at the first 2 of 8 ‘PGA Tour’ tournaments allied with the campaign.

We developed and launched a second social media campaign to further support Crowne Plaza donations to ‘Birdies for the Brave’. The Crowne Plaza Facebook ‘likes’ campaign donated $20,000 to the charity, one dollar for every ‘like’ on Crowne Plaza global Facebook until 3rd July 2011.

In the first 3 weeks over $10,000 was raised in donations from the ‘Birdies for the Brave’ campaign.

What the client said…

"With Pixel8's help we really upped our social media game.  Moving quickly enabled us to gain a credible Twitter and Facebook presence creating the foundations for future campaigns including support of the Crowne Plaza invitational at Colonial sponsorship."

Ed Thorne, Director of Brand Management – Global Upscale Brands, InterContinental Hotels Group

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