BA (Hons.) GRAPHIC DESIGN
LEVEL
06
Module Code OUGD303
Semester January 2013 - June 2013
Module Title
Doc. Code OUGD303
Final Major Project
Brief 1. Marriott Hotel & Resorts. YCN 2013 Competition.
Brief Develop a brand campaign to inspire the next generation of travelers to stay at the Marriott Hotels & Resorts across Europe. Your 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.
Background / Considerations Marriott has been at the forefront of the hospitality industry since 1927. Our heritage of innovation and creativity is a guiding force for the company today.We believe our strength is rooted in our core values: putting people first, pursuing excellence, embracing change, acting with integrity and serving our world.These values are our legacy and our future. As we pursue our vision of making Marriott the #1 hospitality company in the world, we never lose sight of our founding principles and our proud heritage. Our business is always evolving...but we’ll always stay true to who we are. Marriott Hotels & Resorts is our signature brand with over 500 locations worldwide including over 85 hotels across Europe. Marriott Hotels & Resorts continues to evolve with contemporary style and design and innovative approaches to delivering service and amenities. Marriott Hotels & Resorts wants to attract new customers by providing reasons to travel to our European destinations throughout the year.Whether it’s an annual festival in Munich, a special cultural event in Moscow or a concert in Manchester; we want to inspire our audience and show them that we’re the right brand for their cultural adventures. The campaign should creatively demonstrate how Marriott Hotels & Resort can relevantly and powerfully engage this new global traveller. All marketing channels including paid, owned and earned media can be explored to demonstrate the environments that you think this target audience will be most receptive to messaging and engagement. Your campaign should be innovative, cut through the sea of competitors in the market and provoke shareable content to build brand advocacy. Target Audience Marriott Hotels & Resorts is interested in reaching the next generation of customers with a new mindset about work, life and travel.This target audience of global travelers are younger, knowledgeable, sophisticated, warm, caring and genuine. They are ambitious travelers with a purpose who multi-task, blending work and leisure seamlessly.These modern nomads have no constraints and are highly techengaged and tech-enabled.They deserve and need a brand that can deliver true hospitality in a more relevant way.
Mandatory Requirements
Deliverables
Your design should include the Marriott Hotels & - Printed Inflight campaign pack. - Travel pack Resorts logo which is available in the project pack. - Physical Day by day cultural calendar. Keep in mind that Marriott Hotels & Resorts is a - Booklet inform about 12 destinations brand with strong connection to the colour red. - Digital - Functional Website, Proposed App, Social Otherwise, adherence to the current Marriott networking. Hotels & Resort brand identity guidelines is not - Magazine advertisements. required to allow for fresh, creative ideas.
Studio Deadline
Module Deadline 29th May 2013
This brief should be read in conjunction with the module brief. Please refer to module information at E-STUDIO for module brief, submission deadline, graded outcomes and further reading.