Brand takes on the competition in 2005 campaign.

On the heels of introducing an industry-leading approach to ensure that guests experience a good night's sleep – the Crowne Plaza Sleep Advantage -- Crowne Plaza Hotels & Resorts is unveiling a new advertising campaign on Feb. 23 that isn't shy about telling consumers that the brand is better than its competition.

Crowne Plaza has adopted a challenger strategy for 2005 – a bold, aggressive move compared to advertising traditionally seen from the hotel industry. While the launch of the Sleep Advantage in May 2004 was communicated via typical brand advertising which spoke directly to consumers about program benefits, this second phase is comprised of indirect and direct comparisons to competitor brands.

"We have a better program for guests and we're specifically calling this out in our new round of advertising," said Kevin Kowalski, vice president of brand management for Crowne Plaza Hotels & Resorts. "We understand that it takes more than a comfortable bed to get a great night's sleep. We're confident that our competitors are no match for Crowne Plaza in this area and we want to ensure that consumers know they should choose Crowne Plaza over other specific brands."

The Crowne Plaza Sleep Advantage encompasses the entire sleep experience, from training staff on how to create and maintain a restful environment to providing innovative products and services. Program components include new bedding, guaranteed wake-up calls, designated quiet zones, night lights, drape clips, sleep CDs, eye masks, ear plugs and lavender spray.

In a segment where Marriott is considered the 800-lb gorilla and Crowne Plaza is considered an underdog, the brand is quick to borrow brand equity from its competitor in its new ads while at the same time pointing out why the Sleep Advantage is better.

"Our program is the most comprehensive in the industry and was the fastest to market. We don't want consumers to lose sight of this in the midst of bed-only programs that are currently under development by other brands," said Kowalski.

The Sleep Advantage campaign will target business travelers through May 2005 in outlets such as USA Today, airline in-flight magazines and meeting trade publications, among others. The campaign was created by Digitas, the agency of record for Crowne Plaza Hotels & Resorts.