F-H will launch Crowne as the jewel in Holiday Hospitality chain

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.

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

and Africa.



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

group.



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.



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