Marketing Effort to Support Marriott Rewards and Free Wi-Fi
Following Marriott International’s announcement to begin providing free Wi-Fi on January 15, 2015 to all Marriott Rewards members who book directly via Marriott.com, Marriott’s mobile app, 1-800-MARRIOTT, or through a Marriott-branded hotel, a comprehensive consumer marketing plan is now being executed.
Objective
Marriott’s marketing objective is to drive broad awareness of this new member benefit and attract new member sign ups. With that in mind, the key message – free Wi-Fi to members who book directly – will be supported by a plan designed to reach both prospective and current Rewards members. As the NextGen traveler is our primary target, a robust digital and social activation plan, including using #SayHiToWiFi within all messaging, will amplify consumer awareness and drive engagement.
Create Awareness
Awareness of the announcement will be created using PR as well as social platforms such as Facebook, Twitter, Instagram, and LinkedIn with coordination among Marriott Rewards, Marriott International, and our brands. The announcement will also be promoted through Marriott-owned channels including Marriott.com placements, a solo email, and on Marriott Rewards Insiders. Some announcement posts are shown below.
Reinforce and Amplify
Post-announcement awareness will be supported through digital and social paid media, additional Marriott.com contextual placements, features in Rewards eNewsletters, integration within reservations emails and inclusion within Silver Elite print collateral. Closer to launch, a hashtag-oriented social sharing contest supported by paid media will extend reach, maintain momentum and amplify excitement.
Integrate in “Book Direct” Marketing
Marriott is planning to launch a Q1 holistic integrated marketing campaign focused on the functional and emotional benefits a consumer receives when booking direct. The proof points will include free Wi-Fi for Marriott Rewards members who book direct as well as other key direct channel benefits such as:
- Get the best rate available when you book with our Look No Further ® Best Rate Guarantee
- Earn Marriott Rewards points when you stay
- Get to your room faster with Mobile Check-in
Example Social Media Posts
