Creating a campaign to enhance the Marriott brand.

1. Moving Marriott into the
Future
ARIANA WELLINGS

2. Explore, Entertain, Enjoy with Marriott Hotels

3. Our Digital Media Strategy
 Goals: connect with target market, have Marriott be their
number one choice, increase bookings by 30%
 4 Month campaign- November 2014 until February 2015
 Target audience is 30-50 year olds both business
professionals and families traveling for vacations
 Use social media to connect with target customers and
increase brand loyalty

4. Google AdWords Keyword Planner
 Create advertisement's using keywords
 Positive keywords:
 Hotels
 Hotel booking
 Find hotels
 Best hotels
 Negative keywords
 Bad hotels
 Worst hotel experience
 Bad hotel service

5. Google Analytics
 Use Google analytics to track the effectiveness of the
advertisements
 Attention grabbing and speak to the potential
customers
 When our target audience is booking their next work
trip or family vacation we want them to immediately
think of staying at a Marriott hotel

6. Blogging
 The next generation is blogging or looking at blogs
 Build a community
 Ask and answer question like:
 What’s the best hotel room for my stay
 What does this hotel offer
 How updated it the hotel/what is the service like
 What is located around the hotel
 Where can I rent a car for a good deal
 What restaurant is kid friendly
 Where should I take my business guests

7. Instagram
 Post more pictures of families doing activities and
enjoying the amenities of the hotel
 Show business professionals at work and entertaining at
the hotel

8. Twitter
 Be more interactive with our target audience
 Tweet out
 local restaurants and deals
 Hot spots in walking distance hotels
 Each week spotlight a certain hotel
 Articles about Marriott and the staff that makes it all run

9. Facebook
 Similar to Twitter
 View past posts
 What got the most
comments, shares
and likes
 Create a more
personal experience
 Have answers to their
questions so they don’t
have to look hard
 Show the hotel and the surrounding area

10. Budget
 Twitter, Facebook, Instagram is free advertising
 Can pay to promote on these social networks which forces are account on
there newsfeed and allows us to choose markets to reach
 Each week set an approve limit and make adjustments as
needed if something is not working with our Google AdWords
Lets take Marriott in to the future and continue to lead
the hotel industry!