"By definition, we never have enough time for anything," says Scott Birnbaum, 30, director of brand marketing for the upscale hotel chain.
Its campaign from Scaros & Casselman, Stamford, Conn., which recently merged with Lois/EJL, New York, carries a tagline touting Crowne as the "new address for the savvy traveler" and plays on the busy business traveler's need for additional time.
"Our guests told us their most important commodity was time," says Mr. Birnbaum.
TV and radio spots, along with print ads, promote a check-in time of 7 a.m., and show what a traveler can gain from such an early check-in. It also positions Crowne as a value in the upscale market.
TV spots show an early arriving executive talking to her children on the phone, another working out and yet another taking a nap. Another explains that he doesn't like to wear his business suit on the plane so the early check-in allows him to change upon arriving at the hotel.
The $7 million ad campaign resulted in a 15% increase in call volume to the reservation center since Nov. 1.
By yearend, Mr. Birnbaum expects to see an 8% increase in revenues in the U.S. and Canada reaching $650 million.
Total 1997 revenues for Holiday Hospitality Corp. (now Bass Hotel & Resorts) were $1.2 billion.
"We are not a line extension of a brand," says Mr. Birnbaum. "This campaign separates us from others."
Mr. Birnbaum also added a new logo treatment for the brand and will remove the affiliate name Holiday Inn from all Crowne hotels worldwide.
The ad campaign will return in September with a different look, according to Mr. Birnbaum.