Posted: November 22nd, 2015

Marriott case study

Please only complete the highlighted parts in The report guideline. They are part 3 (which is basically role playing we will act as if we have an advertising agency and each write about our roles.) my role is the highlighted one.

Part6 which has the most of the words is also highlighted I will upload chapters 6 and 7 to help you out along with the case study. that this paper refers to.Marriott case study

Report Guidelines:

 

As a group of three, you are expected to write a REPORT OF ADVERTISING CAMPAIG of 3000-3500 words based on the advertising brief which you have chosen from the options already provided.  The report is due in Week 12.

 

You need to follow the structure of the report as follows:

 

1. Executive Summary (max. one and a half pages)
   1. Save for last

 

2. Table of Contents
   1. Save for last

 

3. Background of the Agency (Briefly explain your Agency (name. location, full-service or creative and the roles of each member in the group)

 

1. MO- finances
2. communication marketing
3. Kathleen- internal design of the company
4. Hana- face of the company

 

4. Brand: Analyse of your brand. Identify its brand personality, how is it different from the competition. What is its USP. Analyse the branding.

 

1. Hilton – Kathleen
2. Ritz – Mo
3. Waldorf
4. Four seasons – Hana
5. What do these offer that Marriot does not offer?

 

5. Evaluate your brand’s most recent campaign: Critically analyse and demonstrate a good knowledge of the brand’s recent or ongoing advertising campaign.
   1. Strengths and weaknesses etc. – Kathleen
   2. “Travel brilliantly,” Marriott’s recent brand campaign, reveals a bold move, which amplifies the brands dedication to leading the future of travel. It emphasizes on the idea of innovation, technology and exploration. The campaign includes online TV and digital advertising, new logo, and rejuvenated social media platforms.

 

1. The variety of people shown throughout the campaign, couples, businessmen and women, and even the lone traveler, convey Marriott’s mission to accommodate every individuals needs. The idea of work and play are combined, showing business groups in a Marriott conference room and a women diving into the outdoor pool, which captures various values of the next generation traveler.

The use of technology within the campaign also shows the importance of continual innovation growth, which is central to their target audience lifestyle. Skylines of cities and ocean coasts show the viewers that there are endless journeys and destinations for the new global traveler and Marriott can help them get there.

 

The campaign reveals Marriott’s transformation to satisfy the mobile and global travelers, it goes beyond the walls of a hotel and into the global travel experience. “Its not about where you’re staying, its about where you are going.” –Marriott Hotels

 

6. Campaign Development: Formula 1, horse racing, greyhound dog racing

This section will focus on the new campaign, which you are proposing to your client.

 

What are the advertising goals which you want to reach through this campaign?

Appeal to a younger audience

 

What is the key message of your campaign? (The key consumer insight that you have developed either through primary or secondary research)

We can accommodate to the younger generation as well as continue to satisfy our current customers

 

How does this insight solve the problem proposed in the brief?

 

 

You should explain your advertising strategy with reference to the one of the three theoretical frameworks (Chapter 6).

 

What is your campaign theme? Explain your message strategies (Chap 7)

 

What is the rationale behind your proposed theme?

 

 

7. Campaign Design

This section will include your proposed designs which could be a rough sketch or as finished as possible. Please do no use any professional help. Use your own imagination and illustration or computer skills and try to explain through words as well. Include at least three elements of IMC. – KATHLEEN

 

 

8. Media Strategy:

This should include the types of media you will use and the rationale behind each. The target market and the readership/viewership etc. should be a good match. – MO

 

9. Conclusion

 

10. References: All sources to be cited within the text and at the end as per Harvard System.