Best Hotel And Lodging Integrated Ad Campaign

In August 2011, Marriott launched their new mobile strategy with apps for smartphone devices. Marriott engaged Beeby Clark+Meyler to develop a creative and media effort in support of the launch. Marriott eCommerce Marketing and BCM developed an innovative and multi-channel campaign that utilized paid, owned, and earned media.

Target: Smartphone-enabled travelers

Goal: 500,000 app downloads within three months

Research showed the target to be heavy users of mobile apps, social networks, and travel sites. The campaign leveraged multiple touch points within these areas to get the app in front of the target. QR codes and SMS codes were used extensively throughout all relevant media touch points.

Featured Media:
Display Banners, Mobile Display Banners, Marriott.com Homepage Takeover, Boarding Passes, Social Video

Additional Media:
Print (USA Today), Paid Search, Search Retargeting Banners, Integrated with boarding passes using QR and SMS, integrated placements within popular travel apps such as Tripit, Facebook ads using QR codes as the image, QR codes on Room Keys and Handouts, Marriott.com pages and banner ads, Social Media Channels (Facebook, Twitter, and Marriott Insiders), Internal Communications, Public Relations, and Blogger outreach.

Results:
Reached # 1 travel app on iTunes on the first day of campaign
1st travel app to break top 5 free apps overall in iTunes (#4)
500,000+ downloads within three months
Over 70K QR and SMS codes scanned or texted

Contributors:

President, Beeby Clark+Meyler:	Stuart Meyler
Executive Creative Director, Beeby Clark+Meyler:	Tom Beeby
Media Director, Beeby Clark+Meyler:	Jed Breger
Associate, Emerging Media, Beeby Clark+Meyler:	Dan Toth
Media Analyst, Beeby Clark+Meyler:	James Mullany
Senior Director, eCommerce Marketing Strategy, Marriott International:	Andrew Haynes
VP, eCommerce Marketing Strategy, Marriott International:	Andrew Kaufmann

BEEBY CLARK+MEYLER

Location: United States