Magazine article Marketing

Marriott Resorts to Research

Magazine article Marketing

Marriott Resorts to Research

Article excerpt

Marriott resorts to research

Marriott Hotels and Resorts is to mount what it claims is the first ad campaign for luxury hotels based on rigorous qualitative research.

The campaign, its first through newly appointed agency GGK, marks a radical move away from the line followed by its previous agency Park Advertising.

"Our advertising was ahead of its time for a market that didn't know Marriott," says Jill Bausch, director of marketing communications for Europe, the Middle East and Africa. Marriott currently claims to rank as the world's largest nonfranchise hotel operator.

Where the old ads were imagebased, the new ads home in on service. "The support line, `Marriott, more than you expect', challenges travellers to make the change from their current hotel brand," says Bausch. The ads will roll out from April 16 to both consumer and trade through a mixture of daily, weekly, national and pan-European publications.

The campaign has been tailored to meet the needs of different markets, as defined by GGK after 80,000 [pounds] worth of research.

"We found that UK business people like to be challenged to read the copy", says Bausch. …

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