Promoting BMW Motorsport and the PGA TOUR

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Agency Helps Crowne Plaza with Dual Sports Sponsorship

The Partnership has taken its long-time relationship with InterContinental Hotels Group one step further, with a new sports sponsorship assignment for Crowne Plaza Hotels & Resorts. The assignment is for an integrated marketing campaign, combining the hotel’s sponsorship agreements with both the PGA TOUR and BMW Motorsport.

“They came to us with a problem,” explained agency founder and president David Arnold, “tying together two seemingly unrelated sports sponsorships.”

“Finding a way to leverage both relationships was a challenge but we embraced it and came up with something solid.” said Randall Hooker, the agency’s executive creative director. “The extra component of that challenge was doing it very quickly. They had some really tight deadlines to meet and we met those deadlines with no problem.”

It was important that the campaign’s launch coincide with the 2012 Crowne Plaza Invitational at Colonial—the hotel’s biggest sponsorship event of the year.

“They needed it fast,” added Rick Mitchell, The Partnership’s program strategy director. “We made their challenge our challenge, and pushed our team to find a solution quickly. I’m glad we were able to deliver.”

InterContinental Hotels Group, one of the world’s largest hotel groups by number of rooms. IHG owns, manages, leases or franchises almost 4,000 hotels in nearly 100 countries around the world.

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