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MARRIOT HOTELS TRAVEL

BRILLIANTLY CAMPAIGN
LAHOOD MTG 405-01
20 OCTOBER 2014
BY: BRAVA AGENCY
ELIZABETH ROECKER, CREATIVE DIRECTOR
EILEEN EDDY, FINANCE MANAGER
KAYLIND COOK, MARKETING RESEARCHER
JACOB MASON, ACCOUNT EXECUTIVE

Marriot Hotels Travel brilliantly


Campaign
Elevator Pitch

Article

3-5

Agency Mission Statement


5
Agency Philosophy

Executive Summary
6
Target Profile

Review of MTG plan Factors

8-9

Problem Statement

10

Objectives
10-11
Advertising/Creative Strategy:
Advertising Execution

11-

16

Campaign Flowchart
16

Budget Considerations

16-17
Measurement & Evaluation

17

Conclusion

17-18

References

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Elevator Pitch
Work hard play harder, its a motto that we as individuals have lived by for a very
long time. When we go to work in the morning we go into the business world with a
professional attitude: more to the point we work hard, nose to the grind and do
what it takes to make things happen in our career. When we leave work at the end
of the day we want to be rewarded and celebrate the successes and
accomplishments we have made. This mentality stays true when we plan a vacation.
Marriot has rebranded themselves on a level that makes them remain competitive,
relevant and on top of the market. The new Travel Brilliantly campaign
encompasses the idea that when people plan a trip, they want to do it in a way that
breaks the traditional idea of travel and vacation, but instead puts the new
generation of consumers in control of their plans, while making it all about them.
They earned the right to go on vacation and Marriot wants to make sure the
consumer knows they are appreciated and that Marriot is the place where they will
have an iconic stay.

Article
Marriott Aims to Draw Younger Crowd with Travel Brilliantly Campaign
http://www.youtube.com/watch?v=DY1kX8x3ftY

With more than 500 hotels and resorts in nearly 50 countries around the

world, Marriott Hotels is evolving travel through every aspect of the guests stay,
enabling the next generation to Travel Brilliantly (Marriott, 2014). At its core, the
multi year campaign disrupts the traditional industry idea that a hotel is bound by
four walls. Rather, the campaign shifts the focus, celebrating how the global travel
experience opens minds and is inspirational. Their new innovative way of leading
the future of travel is specifically targeted to what they are calling, the next
generation of travelers who tend to blend work and play. Theyve turned to TV,
digital and mobile advertising along with revamping their signature logo and overall
brand image.

The iconic Marriott Hotels brand is on a journey to transform itself and

reassert its position as an innovation leader, said Mara Hannula, vice president of
global marketing, Marriott Hotels. Therefore, the campaign had to be bold in not
only staking our claim, but also engaging the next generation of travelers to join us
in co-creating the future of travel.

To signal change, Marriott created a new brand logo, keeping its iconic M

while modernizing it overall appeal. Grey New York, one of the worlds leading
advertising and communications agencies developed the integrated campaign and
the new brand voice. Jan Egan, Executive Creative Director of Grey NY said, The
Travel Brilliantly campaign re-establishes Marriotts role as a pioneer in the travel

industry. By boldly transforming itself for mobile and global travelers who blend
work and play, Marriott leads the industry with innovations, including the
Greatroom, healthy vending, Goji kitchen & bar, and mobile guest services that
elevates style, design and technology.

To match their updated image, Marriott launched their new website,

www.travelbrilliantly.com that allows individuals to view tutorials of their new


innovations while encouraging the visitors to share their ideas on how to improve
the modern travel experience. While some may think Marriott has taken a giant leap
of faith, Marriott stands behind their innovations by saying, This is not a hotel. Its
an idea that travel should be brilliant. Its not only about where youre staying. Its
about where you're going. Sticking with their motto: success is never final, Marriot
has sure up the stakes for other leading hotel industries by transforming a hotel stay
into a luxurious, relaxed and fun atmosphere, without the 5-star prices.
Agency Mission Statement

Bravas mission is to help businesses achieve success in a digital world

through bold innovations and technology.


Agency Philosophy

We are an independent, artistically driven interactive agency that was

founded in North Carolina in 2008 with the belief that the most meaningful and
enduring experiences are gained through blending creative minds, art and
technology. Brava has consistently embraced this formula into our everyday
workplace and strives to emulate this idea unto our work. With just under 100
employees, we are a tight-nit group of individuals who thrive on innovation and

collaboration. We pride ourselves on being a multiplatform agency whose attention


to details results in beautifully daring masterpieces. For over six years our team has
been working with clients both large and small to grow their businesses. We listen
to what you want and we execute a plan that produces results designed to grow
your business. Our difference is we arent just your ad agency; we are your business
partner.


Executive Summary
o Name of campaign: Travel Brilliantly
o Campaign theme/slogan: Changing travel
o Company: Marriott International
o Product/service being promoted: Marriott Hotels and Resorts
o Campaign objective: Develop a global visual and verbal style that
supports the goal of shifting perceptions of the MHR brand among the
Masterblender target.
o The creative brief: Advancing the art of hosting
o Brand Purpose: Lets host the new world brilliantly
o Brand Values: Dynamic, thinking, polished
o Campaign strategy planning:

Agencies utilized: NY Grey Worldwide

Media organizations and trade associations involved:


ESPN, Comedy Central, Travel Channel, Jimmy Kimmel Live,

Wired and Fast Company, Hulu, Mashable, Delta.com,


Facebook, Twitter, Instagram, and Pinterest.

Partnerships: Farmers Fridge, MIT Mobile Experience Lab

o Major target audience- Masterblender: the modern nomad


o Time period of the campaign: Multi-year
o Overall budget- $20 million
o Performance Measures: Revenue per Available Room (RevPAR),
company-operated house profit margin, and average daily rate (ADR).
Target Profile: The Masterblender Target

The major target of Travel Brilliantly is aimed at ambitious travelers with a

purpose who are frequent business travelers part of Generation X and Generation Y.
This includes people born from the early 1960s to the late 1970s and those born
from the 1980s to the 1990s. These individuals demand style and design, gravitate
towards substance and style and technology is central to their lifestyle. They are
multi-tasters who seamlessly blend work and play. They are headsters, not hipsters,
meaning they are knowledgeable, sophisticated and genuine (Marriott Guidelines
and Application, 2013).

The masterblenders personal values include:

Have a work life balance

Value family and friends

Flexible and mobile

Informed/worldly/connected

Have a bias for quality and substance

Having a platform for innovations at the disposal of the viewers, content is

arranged in the mind of the target audience. Over the years, Marriott has been able
to study and understand this generation of travelers and has built a campaign
around them and their mind-set. One of the most popular elements of the campaign
has been the interactive piece, where guests are asked to share idea about how to
make travel more brilliant (Levere, 2013). Marriots digital world, referring to their
website and use of social media for this campaign is engaging to the masterblenders
lifestyle.
Review of Marketing Plan Factors
The hotel industry domestic and internationally is a very competitive market.
There are so many different choices to choose from, most hotels are trying to find a
way to set themselves apart from the competition and appeal to customers in
different ways. Marriott hotels has over 4000 destinations in 78 countries and their
18 different brand names Marriott is third largest hotel chain in the world. In
addition to this Marriott is continuing to grow, in 2014 they began extending their
hotel services into many parts of Africa. Their plan is to reach 150 hotels in 16
different African countries, which will also add over 25,000 jobs between 2014 and
2020. With the recent addition of South African based Protea Hotel group, the
purchase of Protea has lifted Marriott into the largest hotel company in Africa with
the addition of 116 managed hotels along with 10,000 rooms and 15,000 employees.
By 2020 Marriott will have hotels in Algeria, Benin, Egypt, Ethiopia, Ghana, Gabon,
Mauritius, Morocco, Nigeria, Rwanda, South Africa, Tunisia, and Zambia.

In addition to Marriott expanding across the world they are attempting a new

style of marketing that is directed toward the next generation of travelers.


However, Marriot is not the only one doing this, up and coming competitor Aloft is
targeting the next generation of travelers as well. This young company is offering
rooms with wide-open floor plans to allow flow along with their unique style. To
add to the free flow fell of the brand you see something you are not used to seeing,
that is the check in desk in the middle of the lobby. This allows travelers to
conjugate in the lobby and spend time socializing. This style of travel by millennials
is forcing Marriott to take some of the same approaches in order to appeal to the
millennials. Marriotts Travel Brilliantly campaign does a great job in taking the
company to where they need to be to fit in a market that is becoming dominated by
millennials.

Macro-environmental factors in the hospitality industry are ever changing,

economic, technological and social are the most prominent when it comes to quick
changes in the industry. The economic factor of the environment took a huge toll on
all travelers in 2008 when the economy went into a deep recession causing travelers
to avoid traveling. By 2009 travel demand had dropped by 6%, fortunately things
have returned to the point they were before the recession hit. The forecast shows
for a bright future and continuing growth in the future. Technological aspects also
have a rapid change due to millennials, many millennials want to be able to engage
in booking rooms and checking into their rooms right on their smart phones.
Marriott has given them the opportunity to do so by creating an app that allows
them to reserve rooms, check in, and even report problems that they may have with

their rooms without even speaking to an employee. It has become a quick and
efficient way for customers to get connected with Marriott. Along with the app
Marriott has turned to social media to attract to the next generation of travelers,
connecting with Facebook, Twitter, Instagram, YouTube, and Pinterest. Along with
these great ways to connect with customers the Executive Chairman Bill Marriott Jr.
blogs on a regular basis along with CEO Arne Sorenson who has over 80,000
followers on LinkedIn. Being able to use these techniques to reach the younger
crowds who receive a lot of their information from social media or from the Internet
puts them in a place they need to be in order to succeed now and in the future.

Problem Statement
Millennials consist of 80 million people with the spending power of $172 billion
(Belch, G.E., & Belch, M.A., 2014, p. 41). It is predicted by 2020, 34% of hotel stays
will be made by millennials (Marriott 2013 Annual Report, 2014). Marriot needs to
position themselves apart from their competitors and attract millennials to choose
them as they travel.
Objectives
The objective of the Travel Brilliantly Campaign is to appeal to the next
generation of travelers. Marriott is doing this by collaborating with their customers
to provide ideas that are then used for inspiration for corporate thinking. They
stress a hotel is more than 4 walls, but a total global experience. Successfully
executed Marriott will accomplish financial profits, consumer awareness and brand
loyalty, and positive growth in the market.

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The campaign lunched on June 17, 2013, Marriott stock was trading around
$40 and has steadily increased over the past year. Today Marriott stock is trading at
$65.01 increasing share value by $25.01. Marriotts end of year summary stated
they where able to return $4 billion to their shareholders indicating a 20% growth
in investment. Marriotts growth in the stock market has significantly surpassed
their competitors over the past three years. Marriott has had growth in the triple
digits where Hilton and InterContinental hotel groups have shown single digit
growth. This supports a positive objective to increase confidence in the market and
investment.
Marriott is using an integrated marketing communication perspective because
they are using multiple media channels to reach millennial travelers. They are
increasing the awareness of their hotel by reaching millennials on platforms they
are accustom to using such as Twitter, Facebook, Pintrest, and Instagram. All of
these media platforms allow individuals to share their opinions about their
experiences. This is of importance because millennials prefer a sharing community
to obtain information. Buzz about the campaign will bring traffic to Marriott
platforms meeting the objective of increasing communication about Marriott.
Marriot has invested $20 million dollars in the Travel Brilliantly Campaign.
They want to increase the number of travelers who chose them when they travel.
Marriott is an early adaptor to incorporate what millennials value during travel. The
purchasing power has started to transfer from the baby boomers to millennials who
are not as impressed when being provided with the basics. They want environments
that blend work and play in the mobile and global world. Investing now will build

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brand loyalty within the millennials hopefully producing a positive profit and sales
volume
Advertising/Creative Strategy:

Advertising Execution
The Advertising Campaign for the Marriot Travel Brilliantly campaign uses a

very cohesive message throughout all of the media channels selected to reach the
target audience, which is millennials. Millennials is described as those aged 16-34,
or being born between the years of 1980-1999. These audience members live in a
fast paced and technologic centric world. The campaign focuses on traditional
media outlets such as print, billboards, and radio, but the bulk of the campaign was
done online through a redesigned website and mobile advertising.
Mobile advertising is one of the fastest growing channels by which content
can be pushed directly to a large audience while obtaining the reach and frequency
desired to make the message effective. Ultimately, the hotel chain Marriot was
focused on staying competitive and relevant in a time where their customer base is
dying out, and replacing it with one that operates completely different from
anything they have ever seem before. Marriot had to rebrand the hotel chain in an
effort to gain a new crowd of travelers. By selecting various channels that the target
audience would be most likely to use and receive the message on, it makes the
campaign that much more likely to succeed and be able to continue on and form into
more sub campaigns. The executions below show various strategies used to reach
the customer.
Print

12

Online


Mobile

13

14

15

Each individual execution, although part of a larger campaign, displays

market research into how the new consumer uses ads and receives messages. The
campaign is heavy into mobile advertising because that is how the consumer
operates. The target audience can now receive alerts on their phone regarding their
stay, can check in right from their phone, and pretty do anything related to travel
and hotel booking right at their finger tips; and thats how they like it. Therefore,
Marriot advertises this and uses it as an advantage to set them selves apart from the
competition.
Campaign Flowchart
Jan

Feb

Mar

Apr

May

June

July

Aug

Sep

Oct

No

Dec

MOBILE

MOBILE

MOBILE

MOBILE

MOBILE

MOBILE

MOBILE

MOBILE

MOBILE

MOBILE

MOBILE

MOBILE

SM

SM

SM

SM

SM

SM

SM

SM

SM

SM

SM

SM

PRINT

PRINT

PRINT

PRINT

ONLINE

ONLINE

ONLINE

ONLINE

ONLINE

ONLINE

ONLINE

ONLINE

ONLINE

ONLINE

ONLINE

ONLINE

UTUBE

UTUBE

UTUBE

UTUBE

UTUBE

UTUBE

UTUBE

UTUBE

TV

TV

TV

TV

TV

OOH

OOH

OOH

OOH

OOH
TEXT

TEXT

TEXT

TEXT

TEXT

TEXT


Budget Considerations
The budget for the Marriot Travel Brilliantly Campaign was around $20
million. The money allocated for this campaign was split on market research,
development, strategy, and many different ad executions. Marriot had a problem
and in order to tackle it head on money had to be spent to figure out what the
problem was, how to fix it, and then how to make the rebranding of Marriot work.
Research was conducted to see what other hotel chains were doing poorly and what

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they were doing well. Research also had to be conducted on the target audience to
see what their perceptions on the hotel business were, how they traveled, and how
they booked their hotels. All of these factors and many more surrounding the
Marriot Travel Brilliant campaign were worked into the $20 million dollar budget.
Measurement & Evaluation
Targeting social media was a big part of the Travel Brilliantly campaign that was
released in 2013. Marriott has expanded themselves to be part of, Facebook,
Twitter, Instagram, YouTube. There are many perks to be integrated into social
media and to have a presence especially when trying to reach the millennials. There
is a downfall when it comes to being very prominent in social media advertising and
loosing focus in the ore traditional marketing outlets that have been used for so
long. Yes millennials have a strong presence online and with social media but baby
boomers and Gen X travelers have not made the transition to these other sources of
information so this could be a bad thing for Marriott. Marriott may lose touch with
the other generations of travelers if they put too much focus on one specific area.
Marriott states that, to date, millennials make up 50 percent of their bookings.
Marriott uses Facebook, Twitter and other social media sources to solve issues that
customers have. Actions are taken by Marriott by doing a sweep of all comments
that are posted daily and resolve any issues within 12 hours. Therefore proving that
the social media presence is there and working in a positive way.
Conclusion

Marriott has gone above and beyond conducting short-term and long-term

research in order to gain a better insight to the mindset of what they refer to as the

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masterblender target. By providing a travel experience that is elegant, sophisticated,


healthy, innovative, technology-driven and most importantly, easy, they have
opened their doors to an opportunity and that opportunity is the next generation
traveler. Not only are these individuals highly technology consumed, but they are
the generation who is supposed to be, by 2018, traveling the most, which in turn
means this is the generation that the hotel business will be profiting the most from.
Knowing this has provided Marriott with an opening to close that gap between
themselves and other hotels by being the first to pioneer a revolutionary campaign
aimed specifically at these masterblenders. Through partnerships, a revamping of
their signature M, and a new overall image, Marriott has re-made their appeal and
positioned themselves directly in the hands of the digital world. In a world
consumed with technology and social media, Marriott has taken the opportunity to
engage with their audience through interactive apps, blogs, and their website, which
allows their guests to give their opinions on their campaign and provide new,
innovative ways to make traveling brilliantly an amazing experience, for both
Marriott Hotels & Resorts and their guests. As being part of this so-called modern
nomad, our team was highly engaged in this campaign and really enjoyed visiting
the Marriott Travel Brilliantly website. It not only appealed to us but we thought the
passion behind their campaign was really shown; not just by marketing themselves
to the right customers, but also by understanding the modern-age man and woman
and through that knowledge providing a once-in-a-lifetime traveling experience.

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References
Belch, G.E., & Belch, M.A., (2014). Advertising and promotion an integrated marketing

communications perspective (10th Ed.).New York, NY: McGraw- Hill

Education.

Levere, J. (2013). A Campaign From Marriott Aims Younger. New York Times.

Retrieved from: htpp://www.nytimes.com/2013/06/17/business/media/a-

campaign-from-marriott-aims-younger.html? r=0

Marriott 2013 Annual Report. (2013). To Our Shareholders. Retrieved


from http://investor.shareholder.com/MAR/marriottAR13/2013-in-

review/ceo-message_p4.html

Marriott Guidelines and Application. (2013, March 18). Retrieved from


http://www.marriottbrandworks.com/pdfs/learnit_pdfs/FS/Full_BrandStan

dards.pdf

Marriott is changing travel. Join us. (2014). Retrieved from


http://travelbrilliantly.marriott.com/

Marriott News Center.(2013). Marriott Hotels Boldly Envisions the Future of Travel.

Retrieved from http://news.marriott.com/2013/06/marriott-hotels-boldly-

envisions-the-future-of-travel-.html

Marriott Travel Brilliantly. (2014). Retrieved from


http://travel-brilliantly.marriott.com/

Oates, G. (2014). Interview: Marriott's Travel Brilliantly Campaign Looks to the


Wisdom of the Crowds. Retrieved from

http://skift.com/2014/04/15/interview-marriotts-travel-brilliantly-

campaign-looks-to-the-wisdom-of-the-crowds/

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