Holiday Hospitality, the Bass subsidiary which owns Holiday Inns,
has appointed Fleishman-Hillard to handle the pan-European launch of its
upmarket hotel brand, Crowne Plaza Hotels and Resorts.
The group, second largest worldwide after US company Hotel Franchise
System, is removing the name Holiday Inn from its 137 Holiday Inn Crowne
Plaza hotels. They will be re-launched in June as a separate, upmarket
brand. There will be 50 Crowne Plaza hotels across Europe, Middle East
After a competitive pitch against Manning Selvage and Lee, Holiday
Hospitality has retained Fleishman-Hillard in the UK. The agency will
also work in Germany and Benelux, the group’s key European markets.
F-H will handle media relations to increase awareness of the hotel among
target audiences, organise launch events and produce a media relations
template for local hotel managers to use during the launch.
The launch of the chain is already complete in the Americas and underway
in Asia. Holiday Hospitality had a turnover of pounds 625 million in
1997, and accounted for 23 per cent of operating profit for the Bass
Crowne continues to retain Shandwick in the UK to handle consumer, trade
and media relations.
Damian Hinds, Crowne Plaza brand marketing director for Europe, the
Middle East and Africa, said: ’We chose Fleishman-Hillard because of its
creative response to our brief which was also practicable within the
short amount of time available before the launch.’
- Deborah Saw has been confirmed as managing director of
Fleishman-Hillard UK. She took over day-to-day management of the company
when Barry Leggetter left in late 1997.