D&AD - Crowne Plaza 
The Challenge
Reposition Crowne Plaza from a corporate hotel into a brand that appeals to the young modern business traveler and the way they view and approach their work.
Although the new wave of peer-to-peer or exible membership-based accommodation services (like Airbnb, misterb&b, Roomorama, WeLive) have some clear advantages, Crowne Plaza doesn’t play in this space. A hotel can offer 24/7 check-in, no nonsense check-out, local knowledge from concierges, and consistent quality across the world.
It is now the fashion and hype to look on websites such as Trip adviser and other platforms to see what reviews have been written about places. So many times when you are checking into different attractions social media ask you to write a review on how your experience went. Many people now rely on what people think about attractions and hotels before going somewhere; this is where my idea came from. 
I started by looking at what Crowne Plaza hotels are in the UK and the locations of these hotels; I then used these hotels and looked at Air BnB rooms/flats around these areas. I looked at a range of different rooms/flats and looked at their reviews. 
In all of these cities the same sort of reviews kept on coming up for example;
The room was not clean.
There was not enough towels.
The host was rude.
I then thought about how these could link into the idea of advertising and how Crowne Plaza could turn these around. and show how good their hotels are in comparison.