Young urban professionals live a world where boundaries between work, life and play are blurred. They are flexible and seek new and authentic business travel experiences. Crowne Plaza aims to be inventive and progressive by including young business traveller around the globe to stay hip and experienced what this reputable establishment offers.
{ the brief }
Create a new identity for Crowne Plaza hotels that will draw the attention of young urban professionals. This included a new logo, an interactive app, and an authentic yet flexible travel experiences.
{ the solution }
Crowne
Plaza as an already well for their excellent service has had the
problem of not being able to reach the younger business traveller.
With the launch of their new app that gives you to personalise your stay even
more they made use of millennial slang to talk the talk of the young business
traveller.
Introducing the GOAT (greatest of all
time). By making use of internet trend, goats, Crowne Plaza plays on the notion
that you are the goat in juxposition to having the greatest of all time
experience.
By making use of a comical approach for the campaign, they create awareness by advertising short YouTube ads where you can play
goat simulator.
Also by creating Characters Billy and Nanny the goat on twitter, our travellers
can interact and post news feeds that can be shared under the #CPisthegoat.
This is accompanied by a Greatest of All time App that allows users to control
their stay at the hotel from there mobile devices, from the get go checking in
at front desk to customizing room temperature,
this can all be done on the new app. Making your stay more personal.
Finally, a new corporate identity was created to bring it all together.
{ intended audience }
Young Business professionals between the ages of 20 – 35 years. Traveling the world, where boundaries between work, life and play are blurred. They are flexible and seek new and authentic business travel experiences.
CHARACTER
INTRODUCTION
UX/UI DESIGN
APP
DEVELOPMENT
CORPORATE IDENTITY DESIGN
{ character introduction }
Introducing Crowne Plaza Twitter
characters. Billy and Nanny Goat. Each character representing
the main
drive behind the greatest of all time experience in there unique individual
way.
When posting on twitter with the #CPisthegoat, users can choose to be
represented by Billy or Nanny.
Billy is that goat you see on youtube doing all the fun and exciting things from making weird noizes to all those crazy parkour stunts. He has a go getter attitude and plays just as hard as he works. Sometimes a little to much. Thats why he prefers to stay at the Crowne Plaza. They cater for all his needs, making sure he gets the most authentic experience out of every business trip.
Nanny has a more sensabile approach to how she handels her business trips, taking things a bit more seriously. However this does not mean she does not enjoy to have a bit of relaxsation during her business travels. This exactly why she enjoys staying at the Crowne Plaza, with there greatest of all time spa treatments and amazing personalized room service, Crowne Plaza makes every stay an authentic one.
{ twitter timeline example }
{ logo concepts }
{ mobile app ux/ui }
Once the user has registerd at front desk he or she will be able to lock and unlock their room from his or her mobile device. This illiminates the use of room keys. More than one mobile device can be registerd to an room.
Set the perfect mood by broadcasting your music directley from your phone.
Customise your rooms lighting settings to fit your mood even before you enter your digs.
No more will you have to walk into a stuffy room, with the Crowne Plaza App no situation will ever be to hot and sticky.
{ design elements }
{ billboard ad campiagn }
{ crowne plaza corporate identity }
