CASE: MARRIOTT + GOPRO, A MATCH MADE IN MARKETING HEAVEN
MARRIOTT + GOPRO, A MATCH MADE IN MARKETING HEAVEN
OBJECTIVE / CHALLENGE
In a sea of travel-themed stock images of piña coladas and cheesy tourists in tropical beaches, Marriott Hotels needed to stand out on social media among millennials in Latin America. We had to do this in a way where users would identify themselves with amazing and original content all while creating a lift and shift of Marriott’s brand perception in the region. So, how do we empower the next generation of travelers to share more during their brilliant stay at Marriott? Give them complimentary GoPro HERO4 cameras to test drive and document their experiences, which will transform happy guests into brand ambassadors.
We brought together an unlikely union with a brand that not only resonated perfectly with the generation, but could fill the need to capture better and shareable content. We launched a program that went far beyond digital and was embedded in the hotel experience across 17 Marriott hotels in Latin America. Among the touch points were dedicated in-room channels to invite guests to participate, training sessions of Marriott champions to educate guests, and a comprehensive website with original GoPro videos from real Marriott guests in Brazil, Mexico, Peru, Costa Rica, and the Caribbean. A full social strategy was set in place across all Marriott and GoPro social channels with media amplification. We also tapped into 10 social media influencers with incredible stats across the region and invited them to the #CancúnChallenge: a full week of events at the JW Marriott Cancún that showcased not only the hotel and the destination, but the amazing moments you can capture with a GoPro while at Marriott.
We received AMAZING user generated content, which was organically amplified by guests and created a human connection between them and Marriott. By associating with an appealing brand like GoPro, the program became the perfect example of Marriott’s continued innovation to attract the next generation of travelers, which transformed happy guests into brand ambassadors. We received 11 million in earned media ad value after over 7K guests took GoPros for a test drive and shared their content on social media.