With the tagline “The Place to Meet,” a golf tournament sponsorship, and Phil Mickelson as spokesperson, Crowne Plaza needed an integrated idea to tie all of its properties together and bring the brand positioning to life. “A Meeting with Phil” saw thousands enter for their chance to appear in the television campaign and meet Phil. With a Web site providing central entry utility, print, online banners and games, guerilla (mirror clings), and events, the campaign culminated in four :30 spots featuring Phil’s Biggest Fans, People Who Have Been Hit by Phil’s Ball, Phil Look-alikes, and People Who Have Advice for Phil.