publicishk-待客之秘创意服务整合rc w.pptx

publicishk-待客之秘创意服务整合rc w.pptx

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MarriottInternational

MarriottHotelsResorts

AsiaPacificBrandingCampaign

“HostingConfidential”

参赛公司logo客户logo参赛案例名称

Keybrandandbusinesschallengesthiscampaignneedstoe: Itisunderthesebrandandbusinesschallengesthatthecampaignisdevelopedwiththeaimtostrengthentheaffinitytotheyoungersegmentofbusinesstravelers123ChallengeCampaignBrief-ChallengeandExpectation-ChallengeMarriotHotelsandResortsbrandawarenesswasgoodamongoldertargetsbutlessstrongforyoungerbusinesstravelerstargetAfurtherchallengewastheyoungerbusinesstravelertargetssawMarriottHotelsandResortsasjustanotherinternationalhotelchainwithnoclearpersonalityordifferentiationAtthesametime,withtheadventoftechnology,morechoicesareingavailabletotravelersastheycaneasilyfind,compare,andbookhotelsatthetheirfingertips.Theavailabilityofthesechoicesposesastrongthreattocustomers’loyalty,whichisalsobeingthreatenedbytheloweredaffinityamongthenewgeneration

ChallengeCampaignBrief-ChallengeandExpectation-DestinationCampaignObjectivesWhilethehospitalitymarkethasemorecompetitivethaneverwithalotmorechoices,rangingfromwellestablishedbrands(suchasHyattHotelsandHiltonHotels,toboutiquechainssuchasAndazHotelsbyHyattandTheHouseCollectionbySwireHotels),wehavetoregainthegroundslosttofiercecompetitionsWithanumberofproductinnovationscomingon-streaminsideMarriottHotels,ourkeytaskwasalsotodifferentiatefromtheplethoraofhoteladsinthemarketandstartbuildingbrandaffinityforMarriottwithtoday’snewgenerationoftravelers,whoresonatetonewsetofvalues3campaignobjectiveshavebeenset:123BuildawarenessRecruitfansDriveengagement

ChallengeCampaignBudgetstandardmodule:1=10,000R.M.B.A:below5B:5-10C:10-20D:20-50E:50-100F:100-200G:200-500H:500-100

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