The ad duties, which also include the development of the hotel's first TV campaign, were awarded to Fallon after a review that also involved incumbent Digitas and Omnicom Group's GSD&M.
As part of the new platform, Crowne Plaza will become the first hotel to be the title sponsor of a PGA tournament. According to Fallon, the Crowne Plaza Invitational at the Colonial is a six-year, multimillion-dollar deal that fits in well with the hotel's marketing as "The Place to Meet."
Fallon already handles Holiday Inn and Holiday Inn Express accounts for Intercontinental Hotels. The Crowne Plaza brand received approximately $6 million in media spending in 2005, but only $2 million in the first eight months of this year, according to TNS Media Intelligence.
Digitas will continue to perform some duties on the account as well.