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SBD/May 21, 2012/Marketing and Sponsorship
Crowne Plaza Taps Rickie Fowler For "Plum" Promotion At PGA Tour Event
Published May 21, 2012
PLUM OF A DEAL: Wasserman Media Group has worked with Crowne Plaza on the branding initiative this year and also helped the hotel identify Rickie Fowler as the golfer to sign for endorsements. LaBarre: “It becomes much more meaningful, in terms of enhancing your brand, if you uncover all of those opportunities, rather than just slapping a logo on everything. We’re very conscious of where all of our branding opportunities are, both for the fans and the TV cameras. Everything we’re touching with Crowne Plaza has that new ‘plum’ identity, from the tee markers to the signage, Do Not Disturb quiet signs, and the pin flags.” Even the colorful Fowler will be decked out in Crown Plaza plum for Thursday’s first round. The “plum-out” will extend to Crowne Plaza’s home office in Atlanta, where employees will be wearing the color as well. Crowne Plaza has been the tournament’s title sponsor since '07, and its most recent agreement with the PGA Tour runs through '15. IHG also is the official hotel partner for the PGA Tour, Nationwide Tour and Champions Tour as part of a five-year deal that began in '11.