Adrian Awards 2020
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%.
Entry Title
Marriott Ad Builder: Innovation to Enable World-Class Dynamic Creative Customized for Local Needs
Digital Marketing - Digital Marketing Innovation
Digital Marketing
Entry Award: