SBD/March 14, 2014/Marketing and Sponsorship

Rickie Fowler Again Promoting Crowne Plaza Hotels With Series Of Humorous Videos

Crowne Plaza Hotels & Resorts on Thursday released a series of behind-the-scenes videos starring golfer Rickie Fowler that tout “The Big Win” promotion around its IHG Rewards Club. The series features Fowler giving golf and business trip advice to reward club members. The campaign also allows club members to personalize "prank" videos for friends of Fowler doling out fake tips designed to mess up their game. The spots, which were created by PGA Tour Entertainment and Ogilvy, were shot at Riviera Country Club and mark the third season Fowler has partnered with the hotel brand (Crowne Plaza). CBSSPORTS.com's Kyle Porter wrote Fowler has "built a fairly unique stable of brands," including Red Bull, Puma, Farmers Insurance, and Crowne Plaza. The outtakes from the videos are a "pretty good microcosm of Fowler's personality." Fowler noted that he is "the same, but a little bit different (and probably a lot richer) than your average businessman." He "pursues success, albeit at a higher level than most." Fowler said, "For me the amount of time I spend on the road and traveling, (Crowne Plaza) is a great fit for me. It relates for people who travel for business and go cross-country for meeting[s]. I just have a different type of meeting. I meet on the golf course and go play a tournament" (CBSSPORTS.com, 3/13).
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