IHG brand Crowne Plaza takes on HSE Cake for global repositioning

London-based Havas agency HSE Cake has won a competitive four-way pitch to help hotel chain Crowne Plaza with a repositioning strategy.

Rebrand calling: Crowne Plaza, London
Rebrand calling: Crowne Plaza, London

Crowne Plaza Hotels & Resorts, which is part of InterContinental Hotels Group (IHG), is already in the midst of a multi-year brand repositioning programme, which is focused on making business travel more flexible, connected and mobile. The brand has more than 400 hotels globally and a further 80 in its development pipeline.

The agency is tasked with increasing the brand awareness of Crowne Plaza Hotels & Resorts across the Americas, Europe, Asia, Middle East and Africa and China. There was no incumbent in place.

HSE Cake has begun working on a global campaign, which is expected to launch in the summer and run until the end of the year. The agency plans on working with sister firms to help execute the campaign in overseas markets.

Speaking about the new appointment, Tom Curry, vice-president of global corporate affairs at IHG, said: "HSE Cake demonstrated a clear strategic vision and creative insight into the needs of our consumers. This thinking translated into PR ideas that we knew would travel globally, and support our core business direction. The team’s enthusiasm for the Crowne Plaza brand shone through right from the start and we very much looking forward to working on this project together."

HSE Cake was formed out of a merger in May 2015.

IHG as a whole has more than 5,000 hotels across 100-plus countries.

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