Experiential marketing often is used to build brand identity, but Marriott International, the world’s largest lodging-and-hospitality company, is bringing focus to the tool as it promotes specific features of its customer-rewards programs and mobile app.
Jennifer Utz Ilecki, the company’s Vice President/Buzz Marketing & Global Partnerships, told delegates at the Association of National Advertisers’ (ANA) 2017 Digital & Social Media Conference that the initiatives are an integral part of its latest steps to create low-hassle, personalized travel experiences.
A case in point, she offered, was a 2015 campaign that promoted mobile check-in through the Marriott mobile app: "When we decided...