Crowne Plaza Selects Fallon McElligott PR to Help Transform Times Square Property

SOURCE: Fallon McElligott

September 13, 1999
MINNEAPOLIS, MN -- Embracing New York City's cultural, creative and commercial hub, Crowne Plaza
Hotels and Resorts is in the process of transforming its Times Square location into an unconventional, fun and energetic place to be. Fallon McElligott Public Relations -- based in New York and Minneapolis -- was chosen this week to help Crowne Plaza leverage the 10-month renovation effort and create a "buzz" around the May 2000 relaunch.

"We're thrilled to be working with Fallon McElligott PR on our Times Square relaunch," said Bob Mayer, vice president of marketing for Crowne Plaza Hotels and Resorts. "Fallon McElligott brought us high-level strategic ideas that go beyond typical PR thinking. We see this project as an opportunity for Crowne Plaza to promote the overall brand, and turn our New York location into a flagship property."

"We're very excited to help generate awareness for this hotel as a cool Times Square destination," said Eric Block, general manager of Fallon McElligott, Minneapolis. "Our ideas are designed to create the 'buzz' Crowne Plaza is looking for, and our plans are right on strategy with where the brand is headed."

Crowne Plaza kicked off its relaunch initiative by selecting another important partner -- world-renowned interior designer Adam D. Tihany of Adam D. Tihany International, New York. Tihany's multidisciplined design studio has made its mark across the globe with innovative, unconventional projects, including Le Cirque 2000, Spago Restaurants and the King David Hotel. Tihany's well-respected, industry-recognized design standards will be evident in Crowne Plaza's relaunch efforts as well, creating a hot destination hotel.

Fallon's plans for Crowne Plaza -- tightly linked to Tihany's designs -- will include a wild postings teaser campaign in key Manhattan locations, a targeted direct mail effort to VIP customers and meeting planners, "virtual" and traditional press kits targeted at priority media outlets, and star-studded events celebrating special launches and grand openings. Fallon and Tihany will work closely together throughout the renovation and relaunch period.

In addition, Fallon McElligott and Crowne Plaza are exploring other opportunities, such as national media sponsorships, fashion designer partnerships, and a repositioning strategy that would make the hotel more relevant to its neighborhood.

Fallon McElligott manages the consumer voice of some of the world's leading brands. With billings of approximately $570 million, the agency's clients include, among others, BMW of North America, drugstore.com, EDS, Holiday Inn, IBP, The John Nuveen Company, Lee Company, Navistar International, Nordstrom, QUALCOMM, Ralston Purina, Starbucks Coffee Company, Timex and United Airlines.

Crowne Plaza is a member of the Bass Hotels and Resorts family of brands, and operates or franchises more than 150 hotels and more than 45,000 guestrooms in major urban centers, gateway cities and resort destinations worldwide. Crowne Plaza Hotels and Resorts offer superb accommodations for the business traveler, as well as the leisure traveler looking for a full range of services.

SOURCE Fallon McElligott

/CONTACT: Julie Thompson of Fallon McElligott, 612-321-2533, or Jennifer Ploszaj of Crowne Plaza, 770-604-5912/
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