Project Description

We’re all aware of the negative impact traveling has on our environment, yet we had no control over this. We weren’t given the opportunity to choose a better way. Until now. Crowne Plaza is empowering their guests to choose a better way, by putting them in control of their stay. With an app that not only allows each guest to monitor their own consumption, but also enables them to give back, rewarding guests for participating in making good environmental choices.

In order for our guests to get access to their rooms, the gym equipment and recycle bins, they will need to tap their phone agains the NFC sensors connected to each item. By doing this, all data is seamlessly and effortlessly recorded on their app, allowing guests to earn points for these actions. Water and electrical usage in their room can also be monitored through their app, and points will be awarded for using less than the specified limit. Points can be exchanged for a series of rewards equivalent to the number earned. If our guests are feeling particularly generous, the currency value of the points earned can be donated to the WWF fund.

Crowne Plaza, allowing for freedom of choice.


Keeping my design focused

  1. Define the goal

    What is it? What does it need to do?

    An app that enables people to make better environmental choices whilst traveling. It needs to incorporate everything required when booking and staying at a hotel, such as booking form and concierge, as well as give feedback and realtime rewards for making environmentally friendly choices.

2. Diagnose the problem

 What’s the challenge you need to solve?

Crowne Plaza needs to attract more Millennial business travellers.

In short – attract business millennials by offering an environmentally friendly alternative to regular hotels, rewarding customers for choosing a better way.

Who is the Target Audience aka The User and why is this important to them? Why do they care?

The target audience is young millennial business travellers. Millennials care about the environment and their impact on the world and hotels and traveling have a massive negative impact on the environment. This app will empower them to feel good about doing good, without inconveniencing them.

What does this project need to communicate?

Crowne Plaza is the destination for young millennial business travellers and making good environmental choices are easy and carefree through Crowne Plaza.

What’s the key takeaway message?

Choose a better way. By choosing Crowne Plaza you are choosing a better way to travel, a better way to impact the environment and a better way to conduct business.

How should the audience feel after?

They should feel empowered, relieved and excited. This app should make the the entire process simple and quick, but also rewarding and fun.

3. Narrow your design exploration

 Define what it can and can’t be.

Now that you have a clear message, where and how will it be shown? In what context? What part of the sales cycle is the user?

How do we get the user to download the app??

What are the creative parameters to work within?

x1 Campaign

x1 app

x3 touch points throughout the hotel

x1 explanation video

What can it look like?

It needs to be colourful and fun, interactive but simple and easy to use. Needs to be playful and smart – professional but creative.

What can it sound like?

Could sound relaxing, like sitting outside on a beautiful hot summer’s day. Listening to birds chirp and a light breeze ruffling the leaves. The sound of soft running water or the waves ebbing and flowing. It should sound like relaxation and nature, the perfect harmony between work and leisure.

Final Concept Presentation

Concept Pitch: Crowne Plaza – Choose a better way

We’re all aware of the negative impact traveling has on our environment, yet we had no control over this. We weren’t given the opportunity to choose a better way. Until now. Crowne Plaza is empowering their guests to choose a better way, by putting them in control of their stay. Crowne Plaza, allowing for freedom of choice.

  • Allows for a much needed change without revolutionary action
  • Allows for NPOs to benefit
  • Allows clients to change the world for the better, whilst still being convenient – a win win for both parties
  • Allows for clients to feel as though they are adding meaning to their travels apart from work
  • Harnesses their innate optimism for the benefit of the world

Why Would They Care?
Millennials have a desire to make an impact and improve the environment, so they would care because it’s already something that is important to them.

Would They Engage With It?
The app would allow for ease of access and convenience, making interaction quick and simple through their smart phone. I believe they would engage with it as convenience and reward (both psychological and physical) would entice them to do so.

How Does It Achieve Goals?
It achieves the brief’s goals by enticing young millennial travellers to choose Crowne Plaza as their USP is something that allows millennials to achieve their desire of seeking change and making a difference without upsetting the status quo.

Is It Original?
Currently there are no hotels that engage with their target audience about environmental issues in this way. Nor is their a campaign that focuses on the individual’s role and choice in being environmentally friendly. The combination of, allowing Millennials to choose their role rather than telling them what to do and allowing them to choose in an interactive and fun way, is what makes this concept original.


The Base Concept

After lots of time and beating a dead horse – I’ve finally narrowed down what I want to do. And by golly, it makes sense. Thank goodness for that. Heres to 4 weeks of making this beast come to life.

Lets be honest, we all want to make the world a better place, but usually feel powerless to do so. But what if you aren’t powerless? What if you knew just how powerful you are? Crowne Plaza is dedicated to empowering you. With an app that will not only allow you to track your power, but also the difference you make, with real time feedback and instant rewards. Crowne Plaza showing you your power.

Crowne Plaza – giving you the power



  • Instagram (own profile)
  • social media campaign
  • through app
  • YouTube
  • Own website


  • Through app (booking to arrival and change)
  • confirmation email / message?
  • Through touch points in hotel


  • new look and feel of communication
  • new logo
  • new voice
  • make approachable
  • new approach to environment