Smart meetings are all about leveraging business opportunities, but they can be personally rewarding, too. To attract business guests, Crowne Plaza Hotels & Resorts recently launched its biggest consumer media campaign for the Americas in the past 10 years.

“We’re All Business, Mostly” is part of the larger Crowne Plaza Accelerate campaign.

With $200 million committed to promoting the brand, a major part of the investment includes a renewed focus on business travelers, said Eric Lent, vice president of Crowne Plaza and Holiday Inn in the Americas.

“Our branded properties and guest services have always been designed to help business travelers accomplish what’s important both professionally and personally while they’re on the road,” Lent said.

The slogan reaffirms Crowne Plaza’s commitment to modern business travelers with the promise, “Build guest love, drive performance and deliver high-quality growth” to customers, Lent explained.

The tagline was tested by independent research firm Kantar Millward Brown to gauge interest and impact. The results showed “strong likability” among business travelers, according to InterContinental Hotels Group (IHG). Crowne Plaza is one of several brands under the IHG umbrella, which includes more than 5,000 hotels and nearly 750,000 guest rooms.

The campaign reportedly scored in the top 18 percent of all ads across a database of more than 17,000 U.S. advertisements for its “ability to impact awareness.” The ad reportedly scored in the top 14 percent for its ability to persuade the target audience: business travelers.

To put its ad campaign into action, Crowne Plaza is leveraging technology with personal adventure. The hotel is blending state-of-the-art flexible meeting spaces and WorkLife rooms with accessible R&R activities—from workout gyms to fine dining.

“The Crowne Plaza brand’s aspiration is to break through the hospitality sea of sameness,” Lent said. The objective is to convince business travelers they can blend work and relaxation.

To that end, the media campaign is all about rewarding successful guests by mixing business with personal pursuits.