Entry for the 2013 YCN Student Awards, Marriott brief.

 

'Develop a brand campaign to inspire the next generation of travellers to stay at Marriott Hotels & Resorts across Europe.'

My campaign, Ultimate Europe, is based around a calendar of 'ultimate experiences' available around Europe, in places where there is nearby Marriott accommodation.

 

The focus of my campaign is mainly digital. The website is integral to the campaign and is a visual and conceptual forerunner to all other outcomes.

 

Users can select their 'ultimate experience' from a selection, and the website will show the user where in Europe they can find their experience. Further exploratory clicking reveals the option to learn more about the chosen event, and to book the closest Marriott hotel.

 

Furthermore, this 'Ultimate _____, ultimate comfort' concept is introduced as an iPad and iPhone app for increased accessibility.

Outside of the personal digital realm, the concept can also be further extended to shopping centres and urban spaces through the use of Clear Channel Digital Malls. The experiences will feature in cycles, and the capability of Digital Malls means that video can be laid under the text, making a very visually stimulating outcome.

The locations of these should appeal to the youthful target market of the campaign.

As an addition, I also propose an 'installation advertisement' for shopping centres (common in Westfield centres).

This consists of a hotel room-sized box with one open side, with an interior clad with LED screens cycling through experience and comfort footage, with some basic Marriott hotel furniture to "place" the room. This will be an appealing and intriguing form of advertisement that encourages people to enter and be surrounded by the strong visual campaign of Ultimate Europe.