Crowne Plaza Tees Off with PGA Sponsorship, Sweeps
Crowne Plaza Hotels & Resorts is giving golf fans the chance to play like a pro.
The company is leveraging its Professional Golf Association sponsorship with an online sweepstakes that will send 72 winners to play in an exclusive amateur tournament at Colonial Country Club.
Starting May 1, golf enthusiasts can enter the Pro for a Day sweepstakes at CrownePlaza.com/ProForADay for a chance to play in the Crowne Plaza Amateur Invitational, an exclusive event just for fans.
The grand prize includes trip to Fort Worth, TX to play on Colonial’s legendary course well known to pros Ben Hogan and Lee Trevino. Each of the 72 winners will have his own caddy, access to clubhouse and locker rooms and play on the exact course as the pros. XM Radio will broadcast the October event live.
“We are really trying to make it feel like they are having the same experience that the pros do,” said Christina Dobler, associate director, promotions, for Digitas, the agency handling the campaign.
During the event, winners will compete for a trophy and VIP treatment for two at the 2008 Crowne Plaza Invitational at Colonial PGA Tour golf tournament to watch the pros play. The promotion is part of the hotel chain’s six-year sponsorship of the tournament.
“We’re literally recreating one of the most prestigious events on the PGA Tour,” said Kevin Kowalski, vice president, brand management, Crowne Plaza Hotels & Resorts, in a statement. “The Crowne Plaza Amateur Invitational at Colonial will bring the Colonial’s rich tradition to life for our guests and will give them an extraordinary opportunity to feel like a golf professional.”
Crowne Plaza, which is part of InterContinental Hotels Group, is promoting the sweepstakes via print ads in Golf World and Golf Digest and through 100,000 direct mail pieces to golf fans. Hotel signage also supports the promotion, which runs through Aug. 17.
“This really is about identifying the most valuable customer and creating relationships with them,” said Steve Greifer, global head of promotions or Digitas. “We’ve gone beyond building awareness by creating a program with ongoing dialogue.”
As a special incentive, guests can increase their chances to win with any stay at the chain during the promotion. And after their first stay, customers will free a commemorative Crowne Plaza Invitational divot repair tool.
“A promotion like this is a great way to build awareness and generate trial among business travelers during the summer months,” said Brian Donovan, vice president/associate director, marketing, Digitas.
Crowne Plaza will also tap into its customer loyalty program, Priority Club Rewards, to promote its PGA event sponsorship. Members can bid on experiential golf rewards ith their points or redeem them for pro golf-themed events.
TV spots support Crowne Plaza’s overall golf program with the tagline, “The place to meet.” As part of the campaign, the hotel chain has launched a micro site at CrownePlaza.com/Golf targeting travelers who have a passion for the sport.
On the site, fans can view TV commercials and bonus footage and find golf news, tips of the day and a Crowne Plaza hotel.
Fallon, Minneapolis, handles the TV spots. Octagon, Atlanta, oversees the amateur invitational production with Digitas and Weber Shandwick, Chicago, handles p.r.
