Crowne Plaza Hotels & Resorts is teeing up for its multimillion-dollar, six-year title sponsorship of the Professional Golf Association Tour’s Colonial Invitational next year.
The event will be renamed the Crowne Plaza Invitational at Colonial and is slated for May 21-27, 2007 in Fort Worth, TX.
Crowne Plaza, an InterContinental Hotels Group (IHG) brand, will develop activation programs to build brand awareness and connection with golf fans with help from marketing agency Fallon Worldwide.
“We want to align Crowne Plaza’s position as ‘the place to meet’ with golf because we know the golf course is already an informal meeting place and a post-meeting pastime,” said Kevin Kowalski, VP-brand management for Crowne Plaza. “Moreover, the demographics of our Crowne Plaza clients align closely with those of golf fans, so it makes perfect sense for Crowne Plaza to team up with this event and the PGA Tour.”
The sponsorship can help the hotel shift its focus beyond its core target of meeting planners to a larger consumer audience of meeting initiators, Fallon said.
As part of the golf-focused messaging strategy, Minneapolis-based Fallon will develop Crowne Plaza’s TV ad campaign.
Network
