Excerpted from the HSMAI Best Practices Guide: Innovation, featuring short profiles of select Gold winners in the Innovation category for HSMAI’s 2017 Adrian Awards competition, honoring hospitality brands and agencies for creative excellence in advertising, digital marketing, and public relations.
GOAL: Marriott sought to drive awareness and shift the perception of its portfolio of hotels among millennial consumers.
INNOVATION: Marriott transformed safari tents on the campgrounds of the Coachella music festival into eight livable “hotel rooms,” each one designed to embody the ethos of one of its lifestyle brands: AC, Aloft, Autograph Collection, Le Meridien, Moxy, Renaissance, Tribute Portfolio, and Westin. Each brand hosted celebrity influencers in its tent during the first weekend of Coachella, with the influencers supporting the activation by pre-promoting the Coachella packages available for Marriott Rewards and SPG members, and by showcasing each brand’s attributes throughout their stay.
RESULTS: Marriott generated more than 1.1 billion social and media impressions among major media and PR outlets. Additionally, efforts to promote package offerings on the Marriott Rewards and SPG Moments Marketplace websites secured more than 1,000 enrollments. A total of 50 packages were offered across both loyalty programs, resulting in more than 18 million loyalty points translated into money-can’t-buy Coachella experiences for members.
» See the work of all the 2017 Adrian Award winners in the Winners' Gallery
» Enter the 2018 HSMAI Adrian Awards competition at www.adrianawards.com