Best Hotel And Lodging Integrated Ad Campaign

Courtyard (CY) was launched in 1983 as the first moderate-tier, select-service business hotel. It was a breakthrough new option for business travelers (BTs) and was positioned as being the hotel “designed by business travelers for business travelers.” Courtyard is now Marriott’s largest brand with almost 800 properties worldwide and ranks as the 13th largest lodging brand in the world. Courtyard has consistently “redefined” its lobby space to accommodate the evolving business traveler’s needs and in 2009 launched a campaign surrounding the next step in its lobby experience. The new Courtyard lobby has several new features that help the Courtyard guest eat, connect, work, and relax. Our 2009 online advertising focused on the following: • GoBoardTM Technology – offers an interactive touch screen where guests can find local information as well the latest news and weather as well as directions • The Bistro - offers made to order meals for breakfast, lunch and dinner. Marriott partnered with their digital creative agency, Continuity, to develop an online banner campaign and site experience that could deliver CY’s product and repositioning in a way that resonated with the evolving business and leisure traveler. Each banner highlights a specific amenity at Courtyard through a seamless user experience. The online advertisements feature video and rich media promoting the new features in a refreshing, unique and modern way that then drive to the GoCourtyard sitelet, where users can learn more.

Contributors:

MCGARRYBOWEN

Location: USA