Categories ,

Crown Plaza Breakfast Program

  • ClientInterContinental Hotels Group (IHG)
  • ServicesStrategy, Copywriting, Branding, Merchandising Development, Brand Activation
Due largely in part to our extensive F&B experience, knowledge and insights, Dedica Group was selected to develop a holistic breakfast program for the Crowne Plaza brand team.

Based on the brand’s new F&B breakfast standards, we were tasked with repositioning the breakfast occasion at Crowne Plaza through development of a program name and visual identity that aligned with the brand’s global positioning and core target demographic,. Additionally, we were asked to assist in crafting the selling story and communication methods to inform and educate franchisees about the new breakfast program and drive global adoption across the Crowne Plaza hotel system. Therefore we created a comprehensive merchandising strategy with digital and printed elements to be leveraged by all Crowne Plaza hotel properties to create awareness, drive excitement and guest engagement.