Idea: "We say Crowne Plaza is the place to meet, so holding a series of meetings is the perfect tie-in for the brand," she said. The campaign will feature a series of six, 30-second spots in which the golfing star will interact with fans in an unscripted conversation. LaBarre said meeting topics will include fans that have advice for Mickeslon's game and stories about getting hit by one of his golf balls. The commercials will run from April through September.
Tools: Participants will have to audition in casting calls run by Weber Shandwick and Fallon Minneapolis, Crowne's ad agency in New York, San Diego, and another, yet undetermined city. WS will drive interest in the auditions and Web site, Ameetingwithphil.com, by generating media coverage in local and national TV, print, and radio, as well as online and social media outlets. There will also be grassroots outreach to golf courses/clubs and shops. Other recruitment vehicles, such as mirror clings in bars and restaurants and online banners on major sports sites, will take place in key markets.
Measurement: The company will gauge the success of the campaign by looking at the increase in awareness and consideration for the Crowne Plaza brand among golf enthusiasts.
Company: Crowne Plaza Hotels & Resorts
Campaign: A Meeting with Phil
PR team: Weber Shandwick
Other marketing: National TV and print campaign
Launch: January 3
Budget: Multimillion dollar campaign for overall effort