SBD/April 16, 2012/Marketing and Sponsorship

Crowne Plaza Launches New Ad Campaign Featuring Golfer Rickie Fowler

Crowne Plaza Hotels & Resorts signed Fowler for the '12 PGA Tour season
Crowne Plaza Hotels & Resorts has launched a multimedia ad campaign featuring golfer Rickie Fowler. The hotel signed Fowler for the '12 PGA Tour season, and he will appear in TV, print and online ads. A 30-second spot titled "It's Good To Be Rickie," which debuted during Saturday's coverage of the PGA Tour RBC Heritage Open on CBS and Golf Channel, reveals Fowler's stay at a Crowne Plaza prior to tournament play. The ad also stars CBS golf analyst Ian Baker-Finch following Fowler during his morning routine and providing play-by-play color commentary (Crowne Plaza). MEDIAPOST.com's Tanya Irwin noted the Fowler ads will run through July 15 "in support of the brand's PGA Tour's title sponsorship of the Crowne Plaza Invitational at Colonial." The ads also will "highlight the brand's 'Travel Bonus' promotion which offers guests $50 back when they stay two consecutive weeknights." InterContinental Hotels Group VP/Brand Delivery Gina LaBarre said, “Rickie brings a really fun and colorful energy to the game of golf, and he certainly knows how to catch your eye with his unique sense of style. He's widely regarded as one of the new faces of golf and has the distinctive star power that you want in a spokesperson" (MEDIAPOST.com, 4/13).
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