1127Case Background
To enhance the visibility of its multiple hotels in overseas markets and attract more international tourists to book, Marriott Hotel Group needed a more convincing brand communication approach. Facing overseas market competition, Marriott chose an integrated marketing model combining offline experience and online seeding, inviting overseas influencers for a 6-day, 5-night in-depth experience covering hotels in Shanghai, Suzhou, and Nanjing, achieving global seeding and brand voice enhancement.
Solution
Invite overseas influencers for a 6-day, 5-night in-depth experience covering hotels in Shanghai, Suzhou, and Nanjing. The specific strategies are as follows:
Invite influencers in the overseas travel/lifestyle field to participate in the experience, precisely matching Marriott's target audience. Through the influencers' perspectives, authentically document the stay experience, leveraging their overseas fans' trust endorsement to achieve global brand seeding.
A 6-day, 5-night experience route covering Shanghai, Suzhou, and Nanjing, connecting different Marriott brand hotels. From urban bustle to Jiangnan water towns, it showcases Marriott's service quality and integration with local culture from multiple dimensions.
Content creation from the influencers' perspective, widely distributed and seeded on overseas social media. Through various forms of content such as short videos and illustrated notes, it authentically presents the stay experience, surrounding exploration, and city culture, stimulating overseas users' travel and booking intentions.
Marketing Results
Transform offline experience into global online content seeding, effectively enhancing the brand's overseas market appeal and booking intentions. Through the trinity strategy of precise influencer invitation, multi-city route design, and influencer content creation, Marriott successfully generated hundreds of thousands of exposures and a large number of inquiries, achieving a dual improvement in brand overseas voice and booking conversion.
