Marriott Hotels: Becoming the story

This case study describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.

Campaign details

Brand: Marriott HotelsBrand Owner: Marriott InternationalAgency: MECCountry: United Kingdom, Germany, FranceIndustries: HotelsMedia Channels: Content marketing, Online video, Public relations, Social mediaBudget: 500k - 1 million

Executive summary

Marriott Europe's objective was to refresh its image among younger, tech-savvy, business travellers, but its existing sponsorship of innovation conferences was not doing enough.

The issue was that while Marriott's audience was paying attention to the speakers on stage, they were not noticing the brand sponsors of the event.

We persuaded Marriott to make a radical shift in...

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