Crowne Plaza

Hospitality Campaign

Crowne Plaza has been a staple of the IHG brand for its luxury offerings at an affordable price. However, with Airbnb making an impact on the hotel industry, Crowne Plaza looked to make significant efforts to be unique and remain a trusted brand. One initiative involved collaborating with Amazon to create a brand new, innovative hotel experience.

The challenge was to make Alexa’s specialized functions intuitive for customers, so that they would feel comfortable using them. After analyzing the space, the solution came naturally. In addition to creating a single sheet with all of the commands, subtle stickers were applied near all the touchpoints and their corresponding task.

Art Direction: Larry Washington & Lucas Alvarez
Design: Lucas Alvarez
Agency: The Partnership