Marriott wanted to inspire Meeting, Incentives, Conferences and Exhibitions (MICE) audiences to rediscover the joy of meeting face-to-face, and asked Mediatropy to create and implement a B2B campaign that drives meeting and event bookings while also promoting the Marriott Bonvoy membership across several APAC countries.
The Meetings, Incentives, Conferences and Exhibitions cluster in the hospitality industry took a huge hit from the pandemic, requiring a large-scale multichannel, multilingual campaign to attract regional audiences back to event venues.
| Approach | Mediatropy designed a full-funnel, demand generation campaign through inspirational storytelling via video with reward-driven advertising tying back to the global tagline, “Where Can We Take You?” |
| Execution | The campaign video follows the storyline of ‘The 5Gs of Human Connection’ [Gather, Gratitude, Giving, Global, and Gourmet], showcasing moments depicting meaningful connections made in Marriott hotels. The campaign toolkit, landing page, flyers, social media content and email assets were produced in multiple formats and languages. |
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