Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? We are thrilled to announce the launch for Marriott Ad Builder. We set out to build a dynamic creative development and deployment platform that served as a global solution to brand and performance asset creation. This technology platform, created and developed by Vulcan, will enable Marriott to empower local markets with the ability to customize creative campaigns to meet their individual customers’ needs, without compromising on brand and campaign integrity. Never has there been a time where we have had to be so resourceful and flexible to changing market needs. Marriott Ad Builder gives us the agility so critical to creating world-class creative and communications that can pivot in response to local needs. This platform is a system that over time, should prove itself out in efficiencies too, as development and activation times will be reduced to a fraction of what they were.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)“In the midst of chaos, there is also opportunity” – Sun Tzu This has been especially true for how the team at Marriott has handled the Pandemic crisis. Rather than suffer through the status quo, the small team of Marketers that were not furloughed innovated and delivered an entirely new worldwide creative platform and proprietary Ad Builder experience to power our digital and social marketing around the world. The team created an entirely new creative platform to associate Marriott’s 30 brands, Homes and Villas, and other lines of business with the Marriott Bonvoy platform. This unified the presence for Loyalty, Brand, Promotions, Destination, and Hotel level marketing efforts delivers an experience that balances brand distinction, consistency across the platform, and digital media best practices. At the same time, the team enabled technology to streamline how creative is produced, localized, and trafficked. With a common creative platform, the Marriott Ad Builder delivered a self-service ad creation process for marketers around the world. Marketers can now develop display and social campaigns in minutes choosing from already approved assets, common translations in 27 languages, and localization options to resonate with consumers locally. This process reduced time to market from weeks to minutes, eliminated the need for millions in creative agency retainer costs, and improved the overall quality and impact of our media improving ROI by 33%.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Entry TitleMarriott Ad Builder: Innovation to Enable World-Class Dynamic Creative Customized for Local Needs

DivisionDigital Marketing - Digital Marketing Innovation

CategoryDigital Marketing