Crowne Plaza hires HSE Cake for global campaign

Crowne Plaza Hotels & Resorts has chosen HSE Cake as its retained global PR agency, following a four-way competitive pitch.

Crowne Plaza Hotels & Resorts, which is part of InterContinental Hotels Group (IHG), is the second largest “upscale” hotel brand globally, with more than 400 hotels in 63 countries.

The hotel chain has briefed HSE Cake to enhance the credentials of the Crowne Plaza brand, and drive reconsideration and appeal to audiences across IHG’s four operating regions; Europe, the Americas, Asia Middle East and Africa, and Greater China.

It will launch the global campaign in the summer and run until the end of the year across all markets, to coincide with a new above-the-line campaign, which will launch later in the year.

Jodie Butt, HSE Cake’s head of PR, will lead the account with support from group creative director Simon Moore and account director Kirsty Henderson.

Tom Curry, vice president of global corporate affairs at IHG, said: “HSE Cake demonstrated a clear strategic vision and creative insight into the needs of our consumers. This thinking translated into PR ideas that we knew would travel globally, and support our core business direction.

“The team’s enthusiasm for the Crowne Plaza brand shone through right from the start and we very much looking forward to working on this project together.

Jim Dowling, MD of HSE Cake, said: “This is great win for the team. We can’t wait to start working with Crowne Plaza to help reshape perceptions and celebrate their brand globally and are looking forward to creating PR campaigns that push creative boundaries and entertain people.”