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Marketing Marriott, Location by Location
Burbank Airport Marriott Hotel Pica9 teamed up with Marriott International, Inc., to provide a way for local hotels under Marriott’s nine franchise names, including Courtyard, Fairfield Inn and Residence Inn, to conduct localized print advertising. Marriott’s objective was to offer a complimentary advertising solution local property managers could use to get out their message efficiently, while enabling corporate marketing to maintain brand consistency. Pica9 implemented a system called AdWorks that allows managers at single properties to produce customized, brand-consistent advertising materials just by accessing Marriott’s existing Extranet. Using creative produced by corporate marketing, field marketers can control practically every aspect of an ad, from size and color to the overall message. Local staff even have the ability to upload their own property photos into ads. With AdWorks, users can place advertisements in more than 8,600 publications throughout the United States. Since its inception, AdWorks has evolved from its original single-property, print ad-focused solution into a multi-faceted advertising and marketing solution that allows Marriott property managers to market new properties and multiple brands in a variety of ways. Today, the Marriott system boasts more than 3,000 nationwide users and allows them to produce direct mail campaigns, rack cards, flyers and advertising from nearly one thousand creative templates. Rack cards, the newest option available on the AdWorks system, have proven especially successful, nearly doubling the total amount of documents submitted by users each month. AdWorks gives all of Marriott’s lodging brands a powerful tool for relevant marketing. Going forward, Marriott is working with Pica9 to develop a new component that will allow local property managers to launch full-scale e-mail campaigns. |
