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Crowne Plaza Newcastle - Hard Hat Lunch

4th November 2015

Aims & Objectives

The aim of this last-minute design project was to promote a series of Builders Lunch Launch events, inviting people to a sneak preview of the newly built Crowne Plaza Newcastle Stephenson Quarter. We worked closely with the team at Crowne Plaza to execute & develop their ideas, creating a campaign to generate exposure online, through their social media channels.

The Brief

The marketing material we created had to work at the Crowne Plaza on site events & be transportable for a travelling road show. The solution was required to be in keeping with Brand Guidelines & link to the local area, while being fun & engaging. We designed invitations, an RSVP website, collateral for use at the events & a series of banners & a large backdrop.

Approach

Crowne Plaza - Branding Marketing - Glow Creative

We developed an idea with staff at Crowne Plaza to use the iconic New York Girder image, but recreated on a Newcastle skyline, using a Crowne Plaza branded hard hat & “Out to Lunch” signage. We then applied this to printed & digital material to create a campaign for the events which ran throughout Summer 2015. We created a “photo set” to use at the events, encouraging clients to get involved & upload their staged photos to social media.

Method

We planned the time line of the campaign & worked to a tight deadline to turn around the creative & launch their website within a few weeks. We worked closely with House of Hues Photography to bring together a strong image to use throughout the campaign.

This image was applied to the invitation, marketing collateral & banners for the event. We developed a bespoke online RSVP booking system, branded to match the event. To drive online engagement & encourage people to share content about the new hotel, we created a “photo set” including backdrop & props to allow people to take fun photos while at the builders lunch, that were consistent with the marketing style.

Results

The campaign was deemed a success with all events fully booked. Crowne Plaza received good coverage & interest on social media to get people talking & blogging about the venue. We managed a really quick turn around for this project as well as produce pop-up banners and marketing materials for guests to take away with them after the event. Oh & we enjoyed a day out viewing the superb new facilities they have on offer...

Crowne Plaza - Integrated Branding Marketing Campaign

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