crowne plaza hotels & resorts marketing communications guidelines ...
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CROWNE PLAZA HOTELS & RESORTS MARKETING COMMUNICATIONS GUIDELINES SUMMARY: EUROPE This two page summary gives you a quick reference for developing marketing communications material for the Crowne Plaza brand in Europe. The examples shown are for a portrait and a landscape press advert. 1 THE LOGO THUMBPRINT 2 3 The thumbprint is a version of the Crowne Plaza logo that has been created to strengthen the brand across all collateral. The thumbprint should be positioned at the top right hand corner of a piece of collateral, with the white version of the Crowne Plaza logo sat inside it. For further information on logo and the thumbprint usage, please see section 3 of the full guidelines. IMAGERY In our communications, the choice of image should capture a feeling or emotion. It should never be staged or clichéd but give the sense of a heightened real life experience. We call it capturing a moment. See section 4 of the full guidelines for some key pointers on how to find the perfect image. Brand-specific photography can be accessed via Brand Central > Crowne Plaza EMEA > Logos, Photos & Templates THE CURVE The lower curve device appears on all collateral. There are variations of the curve in the guidelines, however the style and position that must be used when developing marketing communications material for Europe is the 18-point rule as shown on the right. Page 8.01 in the full guidelines provides basic construction of a portrait press ad using the 18-point rule. Use this for guidance on spacing and position for any marketing communications material, regardless of format. If you are unclear and need guidance, please contact email@example.com IMAGERY 2 THE ACCENT 5 THE CURVE 3 HEADLINE PLACEMENT BODY COPY PLACEMENT URL PLACEMENT CAST YOUR NET AS WIDE AS YOU WANT. High speed internet access available. CROWNE PLAZA SAHARA SANDS PORT GHALIB RESORT TO BOOK CALL 0000 000 0000 OR VISIT CROWNEPLAZA.COM Terms and conditions apply. ©2011 IHG. All rights reserved. Most hotels are independently owned and operated. Portrait Advert HEADLINE ONE HEADLINE TWO HEADLINE THREE. Blandit ex dolore crisare feugiat accumsan tation quis ex eros vel consequat et ex euismod autem iriure. Uis blandit tation euismod ipsum hendrerit ut iriuredolor, suscipit exerci dignissim blandit augue esse et in iusto nulla nostrud dignissim. Feugait dignissim laoreet minim nulla feugait veniam iusto ad et dolore quis tation feugiat. Qui wisi in nonummy vulputate, iriuredolor dolore autem ut suscipit odio accumsan, dignissim magna eros euismod laoreet duis dolore exerci. Eros praesent sit lobortis iriure quis dolore vero suscipit vero facilisis in praesent ex esse commodo. Landscape Advert 1 THE LOGO THUMBPRINT 4 THE COLOUR PALETTE ADDITIONAL CALL TO ACTION SITS OPPOSITE URL CROWNEPLAZA.COM 800 2 CROWNE
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