ATLANTA: InterContinental Hotels Group's Crowne Plaza Hotels & Resorts kicked off a campaign today called Marry Me 11.11.11, aimed at giving 11 couples a celebrity wedding.
For the campaign, couples who want to get married on November 11 can go on Crowne Plaza's Facebook page and tell the story about how they met and why they are in love. Eleven winners will be chosen to have their ceremonies paid for and they will be married at the Crowne Plaza in New York's Times Square by Steve Ward of VH1's Tough Love.
“It's going to be a celebrity-quality wedding on the hottest day to get married,” said Del Ross, VP of InterContinental Hotels Group North America. “It only comes around once a century.”
InterContinental's AOR Weber Shandwick is helping to promote the campaign, which will be largely social media-based, while ePrize, an interactive promotions and brand marketing agency, is working on digital features, such as Facebook app developments. Internally at InterContinental, five people are working on PR and communications for the effort.
In order to boost their chances to win, couples who enter the contest need to get as many votes as possible on the Crowne Plaza Facebook page. People who want to renew their vows are eligible to enter, as well.
Marry Me is also part of a larger InterContinental initiative called Honeymoon on Us, which offers couples a chance to earn $1,250 toward their honeymoon vacations.
Ross said the objective of the campaign is to increase brand awareness and show consumers how versatile Crowne Plaza is as a hotel and resort destination.
“It's about the Crowne Plaza brand, which is known as a great place for meetings, but it's also a great place to have a wedding,” he explained. “With experts making sure your event will be successful and with the facilities and locations, it's a wonderful place to have a wedding. We want people to know about it.”