DNAD Crowne Plaza Concept Pitch – Choose A Better Way, With Crowne Plaza.
The brief was to make Crowne Plaza Hotels more desirable to Millennial business travellers. So I asked – what do Millennials want? What do they want to achieve?
Millennials want freedom of choice and to feel a part of something bigger than themselves. They also want to make the world a better place, yet do not want to inconvenience their lives too much or become extreme activists.
So why not combine freedom of choice and community, ease of access and convenience, and reward them for their actions?
Introducing Choose A Better Way – a concept that not only addresses Millennial engagement, but also the serious impact that conventional hotels have on the environment.