crowne plaza hotels & resorts marketing communications guidelines ...

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
crowneplaza.europe@ihg.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.
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Landscape Advert
1 THE LOGO THUMBPRINT
4 THE COLOUR PALETTE
ADDITIONAL
CALL TO ACTION
SITS OPPOSITE URL
CROWNEPLAZA.COM
800 2 CROWNE

CROWNE PLAZA HOTELS & RESORTS MARKETING COMMUNICATIONS GUIDELINES SUMMARY: EUROPE
4
5
THE COLOUR PALETTE
Our core brand colour is Crowne Plum, with other carefully
considered colours playing specific roles across different collateral.
For more details, please see section 5 of the full guidelines.
THE ACCENT
We use a different colour accent in conjunction with the curve to
denote certain aspects of the hotel. For all marketing communications
material developed, you must use the Fuschia accent colour. There are
three exceptions which are highlighted below:
Food & Beverage – Zest accent colour
Meetings – Citrine accent colour
SleepAdvantage – Pacific accent colour.
Please review section 5 of the full guidelines.
THE FONT
Our chosen font is Agenda – this is to be used in all marketing
communications material. The only exceptions to this rule are
shown below. When developing these assets, Arial must be used:
• Online assets – Arial to be used as a temporary measure until the
Agenda web licence has been bought.
• Non-key market templates on genesysPlus e.g. Arabic and Cyrillic.
• Powerpoint.
Different weights are utilised depending on the nature of the copy
– to learn more about this, go to section 6 of the full guidelines.
CROWNE PLUM
CORE BRAND
COLOUR
Rich, deep and
stylish, this is
our selected
core brand
colour.
PACIFIC
SLEEP
ADVANTAGE
The calming blue
is linked with
Sleep Advantage
and environmental
pieces.
AGENDA
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ARIAL
FUSCHIA
BRANDED
MATERIALS
This vivid colour
works hand
in hand with
Crowne Plum
across a lot
of core brand
collateral.
CHARCOAL
NEUTRALS
Gradients are
used to clam and
break up colour
where necessary.
ZEST
FOOD &
BEVERAGE
This refreshing
colour is used
to communicate
bars, restaurants
and in room
dining
experience.
BLACK
STANDARD
TEXT
Black is primarily
used for text
and facsimile
documents.
CITRINE
MEETINGS
This inspiring
colour is used
to communicate
business and
meeting space.
WHITE
PAPER/
WHITE OUT
White plays
an important
part in paper,
signage and
other collateral.
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THE PRINT STOCK
At Crowne Plaza our standards are set high, right through
to the quality of the paper we use. Our chosen stock
is Vision Superior Bright White. The weight chosen will
depend on the marketing communications material you
are producing. Crowne Plaza is an upper upscale brand,
so you must always ensure that the weight chosen is
reflective of the brand.
EXAMPLES OF COLLATERAL
A useful visual reference to existing examples of
Local Hotel Marketing templates and brand collateral
can be found on genesysPlus at ihg-genesysplus.com.
CONTACT
For general guidance on using the Crowne Plaza
brand guidelines, please contact:
crowneplaza.europe@ihg.com