MARRIOTT BONVOY NEW ORLEANS: MARKET POSITIONING
To raise the presence of the Marriott Bonvoy New Orleans portfolio of hotels in the minds of travelers, we were asked to create a positioning that would convey the unique thrill of being in the city. Drawing on the cultural influences that have shaped New Orleans, we positioned the city as a place that needs to be experienced with friends and family, so you can see the joy on each other’s faces as you revel in every new discovery.
Share In The Incomparable
As part of the destination positioning, we defined three pillars to be used to guide key messages in sales collateral, social media content, website copy, or any other marketing channels.
Local Embrace
The celebrations here have their own gravitational pull and we bring this same joy to our hotels, where guests feel embraced in comfortable, welcoming, and memorable surroundings, and are able to get their first taste of how great it feels to come together here
Extra Personal
Our properties provide little extras that elevate something simple into something incredibly memorable. Beyond being interesting, these things have a deeply personal effect on our guests. And when someone feels special they want to linger and savor every moment.
Elevated Sense of Place
Our hotels provide a fully dimensional sensory experience. Taste, smell, sight, sound, touch—we take advantage of every opportunity to heighten a guest's experience.
This overarching message was incorporated into shared Marriott Bonvoy marketing channels including a landing page and digital ads. We also created a toolkit for individual in-market hotels that included key messages, example copy, and activation ideas to reinforce the positioning themes on property.
Print Ads
Sales Presentation
Front Desk Notecard Activation
Table Tents
In-room Gift Activation
Property Website Integration
Destination & Market Positioning / Audience Segmentation / Guest & Customer Personas / Advertising Campaign Development / Marketing Collateral / Design & Art Direction / Copywriting / Activations & Stunts / Social Media Playbooks / Asset & Content Library Development (Photo & Video) / On-Site Merchandising & Marketing / Group Sales Marketing
