Transform Crowne Plaza hotels to suit the needs of the next generation of business travelers.
Reposition Crowne Plaza from a corporate hotel into a brand that appeals to the young modern business traveler and how they view and approach their work.
Millennials are living in a mobile and technology-driven world where sustainability is as trendy as important and business travelling has reached a level of leisure.
We wanted a concept that stood for connection, networking and simplicity, where everything about the hotel stay is a personal end-to-end experience managed through your smartphone, where the phone is the key.
Reposition Crowne Plaza as a central business hub for millennials with interest for entrepreneurship and networking by creating an open work environment and a smooth check-in system through the phone. Include sustainable thinking and digital solutions to make it easy to visit, stay, work, spend time and connect.
A visual identity based on "connection" aiming to appeal a conscious target group.