May 25th, 2006
Bass Hotels Offer Weekend-Getaway, Free-Meal, Kids-Locked-out Upgrades - Brief Article
Inter-Continental and Crowne Plaza hotels are parlaying the Success of their first joint initiative, last year’s Summer Options, into another campaign with TV and print ads telling leisure and business travelers that they can tailor their lodging package.
New this year is Business Options, giving road warriors a choice of a free breakfast, extra night at half price, upgrade or bonus frequent flyer miles or Priority Club points, in keeping with travelers’ preference for customized vacations over prepackaged offerings.
The two upscale Bass Hotels & Resort brands based in Atlanta again roll out Summer Options beginning Memorial Day weekend, offering guests either an additional room at half price, room upgrade, breakfast for two daily or bonus miles or points.
This year’s budget was not available from Bass or Inter-Continental’s agency Campbell Group, Baltimore, which handles duties for joint campaigns. Director was said to be Ron Ames of Crash Films, Santa Monica, Calif., who shot an ad dubbed “Weekend Options” for the Bass brands’ joint promotion last fall. Last summers effort was backed with $3 million.