Marriott Hotels & Resorts
Helping Gen Y Travel Brilliantly
Marriott wanted to engage more millennials. So we came up with the multi-layered Travel Brilliantly campaign. We researched and identified five Gen Y tribes based on lifestyle, behaviours and preferences. Then we found each tribe a leader – someone with plenty of influence and a strong peer-group following.
After conducting workshops with each leader, we put together a detailed vision of each tribe’s ideal hotel room. Millennials and the public voted for their favourites, and the awareness we drove in the run-up to launch had an overall PR value of £1million. An installation at Westfield White City concluded the campaign, asserting Marriott as an innovative brand for Gen Y travellers.