Concept refinement

So this is the concept that was selected:

Crowne Plaza strives to make any experience a comfortable one, they understand that young business travelers often find themselves being screwed the night before a big presentation.

Offering round the clock service, comfortable rooms, work station throughout the hotel and the readiness that is expected from a world class hotel, they ensure that your long, slow screw is a comfortable one.

Being screwed isn’t that bad when the bed is comfortable right?

What sets this concept apart was the tone of voice/attitude that it is told in. What my idea behind this is, is not to focus on what the hotel has to change or add, but instead focus on how they attract their target market. This comes through in the seductive tone of voice.

I want to play with the fact that people like being flirted with, and that people do, or don’t do certain things when they check into hotels alone. A hotel is what it is; a bed, food on trolleys, people picking up the shit you leave on the floor, etc… So instead of attracting them with brand new features, I want to simplify the experience, stripping it down to the bare essentials, revealing all of the alluring aspects of the hotel.

So, I’m going to write and rewrite concept till its seductive in the right way…

1* Crowne plaza understands that being screwed is a normal thing to happen in a hotel room. That’s why they offer free WiFi and round the clock service to ensure that young business travelers have what they need to finish that presentation due for the next day. The beds are pretty comfortable as well.

2* Traveling to a different city for a couple of nights with the  company card can lead to some exhausting, late nights. This is why crown plaza offers round the clock service, comfortable beds and free WiFi, to ensure that you have what it takes to get the job done. An in-house taxi will ensure that you get to your meeting in time.

3* Traveling for work and pleasure is can lead to some exhausting nights. By offering round the clock service, free WiFi and a comfortable bed in every room, Crowne Plaza does everything for you, leaving you with the energy needed for the long night ahead.

4* Crowne Plaza strives to make any experience a comfortable one, they understand that young business travelers often have exhausting nights before a big presentation.

Offering round the clock service, comfortable rooms, free WiFi and clean towels to wipe the sweat from your brow,they ensure that your exhausting nights are at least as comfortable as they can be.

 

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