Brief The challenge is to identify a calendar of culturally relevant events taking place across Europe, that you believe will interest the target audience. The brief is to create a campaign that encourages the target audience to attend these events; staying with Marriot in the process.
S TAY I N G I N E U R O P E
YCN 2013 Marriott Hotel and Resorts Alex Slippens / BA Graphics / Leeds College of Art
Staying in Europe Destinations The sub brand name is called Staying In Europe. The Cultural Experiences have been chosen in relative to where the Marriott Hotel & Resorts are situated. In addtion that they have been featured because they would be appealing to the target auidence and encourage them to Stay In Europe and with Marriott. April Amsterdam February Berlin May Cannes December London August Manchester June Milan May Monaco September Moscow October Munich July Paris March Venice July Zurich YCN 2013 Marriott Hotel and Resorts Alex Slippens / BA Graphics / Leeds College of Art
Staying in Europe Brochure The Staying Europe brochure has 12 articles on the 12 featured destinations and cultural events beside each article is the local Marriott Hotel information. The Square 200 mm x 200 mm brochure would be avaliabe in all JW Marriott Hotel lobbies and on all Star Alliance airlines world wide flgihts.
YCN 2013 Marriott Hotel and Resorts Alex Slippens / BA Graphics / Leeds College of Art
Staying In Europe Website The website is an online version of the brochure with the 12 articles and Marriott Hotel information. The site would also have links to all World Marriott Hotels websites.
YCN 2013 Marriott Hotel and Resorts Alex Slippens / BA Graphics / Leeds College of Art
Staying in Europe App The app has all the information for 12 featured destinations and links to all the other 87 Marriott Hotel and Resorts in Europe. Digtial Concierge A digital concierge is a ‘Quick Help Service’ on the Staying In Europe app. It is available for all 12 featured cultural destinations. The digital concierge would need to know which city you are in and then from there it would use Near Feild Comunication to find taxi’s, train times, places to eat and drink plus other smaller events in the city. Through this digtial concierge the hotel guest can still be looked after while out enjoying the destination. YCN 2013 Marriott Hotel and Resorts Alex Slippens / BA Graphics / Leeds College of Art
The Staying in Europe Promotional Campaign The Staying In Europe promotional posters would be on JCDecaux screens in travel destinations such as European hub airports and train stations. All the posters have QR Scans to download the Staying in Europe App so people can find out more about that event and Staying In Europe with Marriott.
YCN 2013 Marriott Hotel and Resorts Alex Slippens / BA Graphics / Leeds College of Art
The Staying in Europe Promotional Campaign There are 12 posters for each featured destinations in the Staying In Europe Marriott Campaign. All work on the same template, a visual that represents the cultural activity/event which is above a street sign of that city where the event will take place.
YCN 2013 Marriott Hotel and Resorts Alex Slippens / BA Graphics / Leeds College of Art