Marriott International owns a portfolio of over 30 hotel brands across 139 countries. Some of these brands are more widely known than others and they’re mainly associated with affluence or business travel. So, to increase awareness of Marriott’s full range of hotels, the team developed an omnichannel marketing campaign to help reach the brand’s most relevant audience, drive website traffic and identify the top-performing media channels.
Maximizing reach to drive site visits and bookings
To expand awareness of Marriott International’s full hotel portfolio and drive visits to Marriott Bonvoy, its loyalty programme website – those were the primary objectives of this omnichannel campaign. The team were also keen to learn which channels were most effective at reaching the brand’s target audience of 25- to 54-year-old leisure and affluent travellers – then to inspire them to make a booking.
By partnering with us, the team were able to centralise their media buys, manage ad frequency, leverage cross-channel retargeting, allocate budgets more fluidly and track conversions – all through our platform.
Activating an omnichannel strategy to help expand awareness
For this campaign, the team developed an omnichannel strategy that harnessed the power of Marriott Bonvoy’s first-party data. The campaign ran in Berlin and London, first using Connected TV (CTV), digital out-of-home, video, and audio to drive awareness, and then display ads to further increase consideration amongst the target audience.
The team were keen to maximise reach without compromising on quality. So, they leveraged TV Quality Index (TVQI), our proprietary platform tool, to help make sure their TV ads played out alongside premium content aligned with the Marriott brand. This way, the brand was able to ensure reach, and not compromise on quality. In order to track and measure the impact of each channel on site visits and subsequent bookings, the team then implemented our Universal Pixel on Marriott Bonvoy’s webpages.
The brand discovered that people exposed to its ads across more than one channel were 1.8 times more likely to visit its site, compared to those who saw the ad on a single channel. And leveraging TVQI led to better engagement, with a benchmark-beating 96% completion rate for its CTV ads.
Overall, the omnichannel campaign led to a 45% increase in conversion rate. In particular, the brand discovered that people exposed to its ads across more than one channel were 1.8 times more likely to visit the Marriot website, compared to those who saw the ad on a single channel. Moreover, those that were exposed to a CTV ad were 3.8x more likely to convert. And leveraging TVQI led to better engagement, with a benchmark-beating 96% completion rate for its CTV ads.
Finally, the brand saw a measurable increase in awareness, thanks to its investment in an omnichannel approach. What’s more, it has a wealth of insights into the behaviours and actions of its most relevant audience – data Marriott can use for future campaigns.
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