LCI Education selection

Crowne Plaza: Rewrite the Rules

Crowne Plaza Hotels and Resorts aims to recognise a colossal shift in the world of business travel and the growing competitiveness of digitally based accommodation alternatives. Crowne Plaza requires a new approach that appeals to the new corporate conventions and speaks the language of millennial business travellers. Crowne’s new brand is literally rewriting the rules of business travel. Their entirely new look speaks with bold copy in fresh design and is particularly translated into their new brand extensions, CrowneJewel: collaborative business and leisure hubs, and CrowneRider: an exclusive ride sharing platform. Crowne’s new brand is focused on an exhilarating lifestyle combined with business and radiates a strong essence that is appealing a new breed of young business travellers.

Taking common notion

Three Part Outdoor Campaign

Taking common notions pertaining to exhaustive practices in someone's career, words are redacted to reveal the "rewritten" rules of business.

Utilising in-flight

Print Advertisement

Utilising in-flight publications to reach frequent flyers.

A brand new app that


A brand new app that connects patrons with services, leisure and other travellers.

The newly built "Cro

Smart Phone Integration

The newly built "CrowneLink" app allows users to unlock their rooms using RFID technology built into their mobile phone.

An exclusive new ser


An exclusive new service for Crowne patrons. CrowneRider takes patrons to and from their hotel to ease hassle and confusion.

Fresh colours and pu

A Rebuilt Brand

Fresh colours and punchy copy speaks to these young business professionals.