Académique Documents
Professionnel Documents
Culture Documents
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
Article
3-5
Executive Summary
6
Target Profile
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
19
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.
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.
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
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).
Informed/worldly/connected
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
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.
10
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
11
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
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
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
16
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
17
18
References
Belch,
G.E.,
&
Belch,
M.A.,
(2014).
Advertising
and
promotion
an
integrated
marketing
Education.
Levere,
J.
(2013).
A
Campaign
From
Marriott
Aims
Younger.
New
York
Times.
campaign-from-marriott-aims-younger.html? r=0
from http://investor.shareholder.com/MAR/marriottAR13/2013-in-
review/ceo-message_p4.html
http://www.marriottbrandworks.com/pdfs/learnit_pdfs/FS/Full_BrandStan
dards.pdf
http://travelbrilliantly.marriott.com/
Marriott
News
Center.(2013).
Marriott
Hotels
Boldly
Envisions
the
Future
of
Travel.
envisions-the-future-of-travel-.html
http://travel-brilliantly.marriott.com/
http://skift.com/2014/04/15/interview-marriotts-travel-brilliantly-
campaign-looks-to-the-wisdom-of-the-crowds/
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