M A R R IO T T HO T E L S & RESORTS D e v e l o p a b rand ca m p a i g n t o i ns p i re t h e ne x t g enerat i o n o f tra v e l l ers t o stay at Marr i o tt H o te l s & R es o rts acr o ss E ur o p e
WEBSITE
Social
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m arr i o tt . c o . uk
@ Marr i o tt U K Face b o o k . c o m / Marr i o ttH o te l s U K
YCN STUDENT AWARDS 2012—13
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Background 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. 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 travellers are younger, knowledgeable, sophisticated, warm, caring and genuine. They are ambitious travellers with a purpose who multi-task, blending work and leisure seamlessly. These modern nomads have no constraints and are highly tech-engaged and tech-enabled. They deserve and need a brand that can deliver true hospitality in a more relevant way. The Creative Challenge 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. 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. Your campaign must focus on a whole series of events, we’d recommend 3 events minimum. Also please bear in mind that your idea would need be scaled to work across multiple European events should it go live. 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.
YCN STUDENT AWARDS 2012—13
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Creative Requirements & Considerations Your design should include the Marriott Hotels & Resorts logo which is available in the project pack. Keep in mind that Marriott Hotels & Resorts is a brand with strong connection to the colour red. Otherwise, adherence to the current Marriott Hotels & Resort brand identity guidelines is not required to allow for fresh, creative ideas. Deliverables, Artwork and Additional Information For guidance on how to submit your work, please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack on the YCN website – www.ycn.org
YCN STUDENT AWARDS 2012—13
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