Crowne Plaza
REIMAGINING HOTELS. WHAT IF THE HOTEL WAS THE CITY? THIS WAS MY RESPONSE TO A D&AD BRIEF TO REBRAND CROWNE PLAZA. THEY WANTED TO MOVE AWAY FROM THEIR CURRENT MUNDANE CORPORATE IMAGE AND APPEAL TO A NEW YOUNGER GENERATION OF BUSINESS TRAVELLERS. THIS IS WHERE I CREATED "DISCOVERY THE CITY WITHIN" WITH THE IDEA OF BRINGING THE CITY TO THE TIME-PRESSURED GUESTS; GIVING THEM A CULTURAL AND MEMORABLE EXPERIENCE WHICH EXPRESSES EACH CITIES INDIVIDUAL PERSONALITIES.