Alex Slippens Final Major Project [FMP]OUGD303

Brief One Marriott Staying In Europe

Brief

Develop a brand campaign to inspire the next generation of travelers to stay at the Marriott Hotels & Resorts across Europe. Your challenge is to identify a calendar of culturally relevant events taking place across Europe, that you believe will interest the target audience. The brief is to create a campaign that encourages the target audience to attend these events; staying with Marriott in the process.

Solution

A Sub brand called ‘Staying in Europe’ based on 12 European Destination

Alex Slippens Final Major Project [FMP]OUGD303

Brief One Marriott Staying In Europe

Staying in Europe

The Cultural Experiences have been chosen in relative to where the Marriott Hotel & Resorts are situated. In addition that they have been featured because they would be appealing to the target audience and encourage them to Stay In Europe and with Marriott.

Alex Slippens Final Major Project [FMP]OUGD303

Brief One Marriott Staying In Europe

Staying in Europe Brochure

The Staying Europe brochure has 12 articles on the 12 featured destinations and cultural events beside each article is the local Marriott Hotel information. The Square 200 mm x 200 mm brochure would be available in all JW Marriott Hotel lobbies and on all Star Alliance airlines world wide flights.

Alex Slippens Final Major Project [FMP]OUGD303

Brief One Marriott Staying In Europe

Staying in Europe Website & App

The website is an online version of the brochure with the 12 articles and Marriott Hotel information. The site would also have links to all World Marriott Hotels websites

The app has all the information for 12 featured destinations and links to all the other 87 Marriott Hotel and Resorts in Europe.

Staying in Europe Digital Concierge

A digital concierge is a ‘Quick Help Service’ on the Staying In Europe app. It is available for all 12 featured cultural destinations. The digital concierge would need to know which city you are in and then from there it would use Near Field Communication to find taxi’s, train times, places to eat and drink plus other smaller events in the city. Through this digital concierge the hotel guest can still be looked after while out enjoying the destination.

Alex Slippens Final Major Project [FMP]OUGD303

Brief One Marriott Staying In Europe

Staying in Europe promotional Campaign

The Staying In Europe promotional posters would be on JCDecaux screens in travel destinations such as European hub airports and train stations. All the posters have QR Scans to download the Staying in Europe App so people can find out more about that event and Staying In Europe with Marriott.

Staying in Europe Promotional Campaign

There are 12 posters for each featured destinations in the Staying In Europe Marriott Campaign. All work on the same template, a visual that represents the cultural activity/event which is above a street sign of that city where the event will take place.