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org
Marriott
Hotels
Encourage consumers to
co-create the future of travel
at TravelBrilliantly.com
Website

marriott.co.uk
Social

@Marriott
facebook.com/Marriott
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Background
The future of Marriott Hotels rests on our ability to appeal to the modern
traveller. Marriott has fallen in preference among todays generation of
global frequent business travellers. While they acknowledge Marriott
Hotels as a dependable, safe and clean hotel, they cant get past the
bland. Its an iconic brand that lacks relevance with this new generation
and therefore, is respected, but not coveted. They dont know Marriott
Hotels vision to re-imagine hospitality creating a hotel experience that
merges style with substance, high-tech with high-touch.
The Creative Challenge
We would like you to create a campaign to encourage our target
audience (we call them Masterblenders) to join us in co-creating and
re-imagining the future of travel at www.TravelBrilliantly.com
TravelBrilliantly.com
Our aim is to make travel more brilliant, one idea at a time. At our
website, TravelBrilliantly.com, we share own ideas of how to do this, and
invite other people to share theirs. Were looking for brilliant ideas to put
into action, rewarding those behind them - and the website is where we
capture and celebrate them.
Some recent examples of ideas shared can be seen at
http://travel-brilliantly.marriott.com/your-ideas
We want you to inspire people to share their ideas for the future of travel
with us - ideas that improve and enhance experiences, within our hotels
or outside of them. You might also like to think about how we incentivise
the process too what benefts can we ofer those who share their ideas
with us?
What do we want our consumers to think in response to this
campaign?
Marriott is committed to evolving; inviting people like me to re-imagine
the future of travel with them.
Our target audience
Masterblenders (often called Generation X & Generation Y broadly
25-39 year olds of both sexes) are modern nomads who blur the
lines between work and play, productivity and relaxation. They crave
fexibility and the freedom to live their blended lifestyle. They think
Marriott Hotels
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Marriott Hotels
independently and embrace whats genuine and meaningful, rejecting
the trendy and superfcial. They create their own defnition of success,
work/life balance, value mobility, and relish close connectivity with
family and friends. Theyre Headsters not Hipsters and consider
themselves to be smart, worldly and discerning. They are the ultimate
seekers of style AND substance.
Whats the business growth objective?
We want to lift and shift perceptions of Marriott Hotels among
Masterblenders to drive reappraisal of the brand and over time increase
likelihood to consider, stay and recommend.
Insight: Being in the know is the new socio-cultural currency.
Knowing or experiencing something before anyone else gives me an
edge and gives me something more interesting to talk about and share.
What new behaviors will this shift create?
Double-takes and reconsideration will be the ubiquitous reaction among
our Masterblenders as they are invited to interact with surprisingly
innovative Marriott content. The examples of what Marriott Hotels is
already doing will surprise them and the opportunity to help shape the
future of travel will engage them with the brand in a deeper and more
ongoing way than even before. The sum of all these things will translate
to a reconsideration of the brand as more modern, more innovative and
more for them.
Brand Personality
Like the experienced and curious traveller whos always switched on
and looking for smart, new ways to enhance his travels Marriott Hotels
is a modern, engaging, intelligent and stylish brand that embraces its
audience.
Quick-witted, bold and refned, yet also warm and relaxed.
How will we know when were being famously efective?
Depth of engagement with the co-creation platform.
Surge in earned media amplifying our innovation and co-creation stories
across various lifestyle publications around art and design, architecture,
technology, sustainability, food, and of course, travel.
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Marriott Hotels
Positive word-of-mouth and consumer-driven amplifcation of key
content in Social and travel sites like fyertalk.com.
Key engagement metrics by channel.
Lift and Shift in the following brand perceptions of Marriott Hotels, as
measured in our tracker:
- Innovative
- Stylish
- Relevant
When you ask a Masterblender what Marriott Hotels stands for, they
reply brilliant travel, or some derivation thereof. When you ask
for their impressions of Marriott Hotels, they describe the brand as
synonymous with innovation and co-creation around the future of travel.
Deliverables, Artwork and Additional Information
For guidance on how to submit your work, please adhere to the main
deliverables information which can be found at the YCN website -
ycn.org
Any additional information referenced in the brief can be found in the
supporting project pack.