Hotel Crowne Plaza Barcelona offers an amazing experience, thinking of every customer throughout their facilities, services and technology, no matter if they're locals, individual travelers or event planners.
In order to define their value proposition we worked on a brand strategy and complete creative concept that would enable us to create a brand experience that would then be reflected on their website, communication campaigns and design of new services.
Crowne Plaza Barcelona believes firmly that people are the core of the hostelry industry. Which is why they value those who work to provide a quality service with care and human touch.
A premium value proposition that is met by a professional team with the attitude of constant improvement, who are willing to go along with the company in offering a complete service and their approach to combine business and please, also known as bleisure.
“To Crownize” is then born as a global concept that encompasses all what the brand is: their compromise in treating their clients the best way possible and achieving their satisfaction not just through their facilities and amenities as accommodation, but as a full experience.
This experience is lived by guests throughout every service offered where guests and staff meet. The following images were taken during a photoshoot done together with the producer company Workshooting.
This strategic concept served as the platform to create a new website that offered each one of Crowne Plaza Barcelona’s users the relevant information both in the hotel and outside around the city.
The new vision in which now Crowne Plaza Barcelona would approach their users needed to be specified in their individual experience. In order to do so, together with Crowne’s team we carried out several interviews and customer journeys that eventually helped us determine what content, channels and actions to carry out in each contact point so that Crowne Plaza Barcelona could deliver their value proposition in a consistent way to each target.
Crowne Plaza Barcelona’s new rooftop terrace is born as the connection between the hotel and the city of Barcelona. The naming “173 Rooftop Terrace” speaks about their location: 173 metres above sea level.
To create their logotype we used as the key visual a simplified version of sidecuts, an architectural element used to measure height and through which we managed to combine Crowne Plaza Barcelona’s essence with a premium character.