Brand Launches Innovative, High-impact Advertising Campaign Promoting Installation of LCD Televisions and the Hotel Industry's Only Digital Plug-in Panel
Imagine having the power to turn your guest room into your own personal digital command center for work and relaxation? At Marriott Hotels & Resorts, it will be as easy as check-in and plug-in to a whole new level of guest room technology, with 32-inch LCD high-definition televisions and the industry's only digital plug-in panel.
To showcase the pioneering technology engineered for the tech-savvy traveler, Marriott Hotels & Resorts, a Marriott International, Inc. (NYSE:MAR) brand, today launched an innovative advertising campaign combining live-action and computer-generated images. The LCD high-definition television and plug-in panel will enable guests, who frequently travel with a host of digital devices, to:
connect their laptop to the monitor so they can work, surf the web, play DVDs and video games in high-definition;
split the screen to watch TV and work on their laptop simultaneously;
fill their room with their own music play lists from MP3 players and other digital music players through the system's 25-watt speakers; and
play back videos from camcorders and view pictures from digital cameras.
To highlight these features, Marriott Hotels & Resorts developed a high impact advertising campaign. It includes three 15-second television spots that portray different ways guests can use the new technology to work, relax, or do both, while also depicting how the guest room can adapt to the technology needs of guests. The television ads, airport dioramas and spectaculars, also part of the campaign, were created by mcgarrybowen. The online advertisements and web site, http://www.plugintomarriott.com, were developed by T3.
"Consumers asked us to show how the innovative guest room technology works and how it works for them," said Deborah Fell, senior vice president, marketing strategy and integration, Marriott International. "We are combining live action and computer-generated animation to demonstrate this. We are also leveraging the power of the Internet giving consumers hands-on, detailed knowledge and letting them explore the possible uses the technology offers them."
The television spots will air on cable networks, including ESPN, CNN, Fox and the Discovery Channel, and can also be seen on YouTube at http://www.youtube.com/watch?v=NimNgcxoEDk. Out-of-home ads will appear at seven major airports, including Hartsfield-Jackson International Airport in Atlanta; O'Hare International Airport in Chicago; and Los Angeles International Airport. Online advertising will appear on numerous web sites, including Forbes.com and MSNBC.com.
The integrated campaign is designed to pique the curiosity of travelers and encourage them to visit http://www.plugintomarriott.com/, where they can learn about the features of the high-definition LCD televisions and plug-in panel, and interact virtually with the technology. In addition, the web site includes a current list of hotels that offer the new guest room technology. The most recent addition is the San Francisco Marriott. The company expects to have up to 25 percent of its connectivity panels installed at Marriott Hotels & Resorts guest rooms in the U.S. and Canada by the end of this year and installed in all guest rooms in those countries by the end of 2009.
This industry-leading technology is the latest enhancement from Marriott Hotels & Resorts, following the introduction of Revive(R) bedding. Together, they are signature elements of the guest room that conforms to the needs of business and leisure travelers, whether for work, rest or play.
The guest room technology platform is also being installed at the JW Marriott Hotels & Resorts and Renaissance Hotels & Resorts brands in the U.S. and Canada. Full deployment for those brands is also expected by the end of 2009.
Logos, product and company names mentioned are the property of their respective owners.