marriott autograph collection
TRANSCRIPT
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Diverse Knowledge
Well-Traveled
Cultured
Why we’re unique:
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Brand/User Relationship
Experts
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Establish, enhance, or reshape the relationship between you and your users.
What we do:
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To create meaningful connections.
Why we do it:
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Our Approach:
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Let’s talk about you.
Enough about us.
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Drive awareness and build street cred for
The Autograph Collection.
Assignment.
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1. Market 2. User 3. Brand 4. Vision 5. Execution
Agenda:
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Marketing challenge.
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Brand experiences vary in value.
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Coveted brands create meaningful experiences
for their guests.
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Define the collectionwithout losing the essence of
its individual parts.
Marketing challenge:
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Unmet user need.
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The Individualists.
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16
◍ Partially retired investment banker ◍ New Yorker, born and bred ◍ Travels for business and pleasure ◍ Has extra pages in his passport
Made Mavericks
Cotton House HotelHotel Punta IslitaHotel Chicago
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Bobo Millennials
Kessler CanyonHotel Fontecruz Lisboa
AC Santo Mauro
◍ Graphic designer from Belfast ◍ Lives in Paris ◍ Attends concerts and theatre
◍ Travels 2-3 times per year for
during the week
pleasure
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Individualists are walking contradictions.
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They want to feel free.
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But still connected.
71% of guests bring their
iPhone or smartphone on their travels.
56% post a review
after their trip.
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They don’t want anyone’s approval.
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But they need validation.
89%
of purchasing decisions are review-influenced.
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Find inspiration for their next story.
Unmet user need:
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Brand Capability.
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You are a connoisseur of experience.
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You protect history and elevate brands.
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Curating an experience.
True Brand Capability:
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Curating an experience.
Real marketingchallenge
Unmet user need
True brand capability
Define the whole without losing the essence of its individual parts.
Find inspiration for their next
story.
Make your guest feel like
a local.
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Be Moved.
#exactlylikenothingelse
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Local-Centric Content.
The Autograph Collection
100,986A true Londoner’s night out with Oliver Tezcan. #AutographCollection
Nice pun #ExactlyLikeNothingElse #AutographCollection #StErmins #London
310,967
The Autograph Collection
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Key Influencers & Media.
Made Mavericks Millennials
My Way® Un-Guided Tours
Key
In
flu
ence
rsM
edia
Nancy D. Brown
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ACA mobile app that truly amplifies the guest experience.
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◍ Augmented Reality and iBeacon tell the rich stories of the Autograph Collection.
◍ Geolocation leads guests to local treasures.
◍ Virtual ‘Guestbook’ allows visitors to share experiences, tips, and feedback.
◍ Captures User Generated Content
App Features.
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Secret tunnel
leading to Parliament
Parliament Bell alerts
MPs it’s time to vote
Double agents were caught
swapping war secrets in the
tunnel.
Both the ceiling and floors are
original designs built by a famous English theater
designer.
The hotel was completely renovated
four years ago. You will see nature interwoven
in all details.
Seashell
chairs
Augmented Reality.
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Experience London through J.P. Briggs’ eyes
Meet J.P. Briggs, the designer
Visit the theater that inspired St. Ermin’s
See his hidden collection
Make your own plaster work
Geolocation.
AC Authentic nowWanna go?
slide to view details
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Virtual Guestbook.
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UserGenerated Content.
Emily Andrews
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User Engagement.
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Channels Searching Traveling TBT-ing
Earned Media/Print X
Social Inbound X X
Web X X
Application X X X
Social Outbound X X X
Sharing X X X
Channel Strategy
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Execution.
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Editorial Calendar.
[ Stones ]
[ The Mayflower ]
[ Blue Moon | Winter Haven ]
[ Cosmopolitan | The Saint ]
[ The Lexington ]
[ Boscolo Venezia ]
[ Grand Bohemian ]
[ Brown Palace | Pier One Sydney Harbour ]
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
[ The Atlantis | Scrub Island Resort ]
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Jan Feb Mar Apr May Jun Jul AugSep Oct Nov Dec
Content
Creation
Launch
Autograph
Collection
Application
Execution Timeline.
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12 months: $500K
$250KAsset production
$150KContent development
$100KInfluencers & paid media
Budget.
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Key Measures
Objective KPI Early Indicators
Drive awareness.# of social mentions and use of hashtags
• Earned media • Participant interest • Increased social engagement
Build street cred as a unique hotel brand.
# of guests visiting due to social or earned media # of social mentions and use of hashtags# of shares/likes
• Positive sentiment• Return guests• Tier 1-3 influencers
organically suggest brand/hotels
Establish deep meaning for user.# of returning guests# of app downloads
• Recurring app use• Media coverage of app
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Questions?