Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?When Marriott acquired Starwood, Mobile Check-In was a new stay app feature that launched in the SPG app. This mobile feature became available at over 6,000 hotels in 2017. Since guests that use our mobile app before, during or after their stay report higher guest satisfaction, it was critical that our newly acquired SPG guests had access to the same positive, arrival experience. Needless to say, the SPG app had some catching-up during Mobile Check-In’s initial launch into market. As a result, we created the SPG Mobile Check-In incentive campaign aiming to drive product awareness of the newly launched feature as well as increase its take rate growth by 20%. The KPI for this action is measured by Mobile Check-In take rate, which is based on the total number of eligible guests that used app to check in over the total number of guests arriving at SPG hotels.

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.This global campaign was aimed at driving awareness to all SPG guests. Specifically, convert SPG guests with an upcoming stay to complete Mobile Check-In.

Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe how you planned and produced the creative asseets with the mobile canvas in mind.Starpoints have been a great engagement tool with SPG members. This incentive campaign offered 250 Starpoints to guests for using SPG Mobile Check-In. Since SPG app and Mobile Check-In are available in 4 languages, all marketing materials were translated to English, Chinese, Japanese and Spanish. We also engaged our Public Relations team to drive awareness of this exciting global incentive campaign.

Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?By leveraging an omni-channel marketing approach to drive awareness, this campaign was featured in the SPG app, daily SPG Mobile Check-In email, and SPG websites. Since the goal is to drive an in-app action, we created engaging, prominent content in the homepage of the SPG app.

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.This campaign yielded over 68 million PR impressions and reached the highest mobile check-in rate of 7.88% since the feature launched in the app. Overall, SPG Mobile Check-In take rate grew by 35%, exceeding the campaign goal by 15%. After the promotion ended, SPG Mobile Check-In maintained an overall higher take rate growth than the 2017 average.

Project Analysis:
Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals:
What did organization set out to achieve in undertaking this project?

Creativity and Innovation:
What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication:
How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message?
How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership:
Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?

URL #1:https://www.dropbox.com/s/m2rg1ciiq2rz8x8/SPG%20Mobile%20Check-In%20Incentive%20Campaign.mov?dl=0

URL #2:

URL #3:

DivisionIntegrated Marketing Campaign

Sub-categoryIntegrated Marketing Campaign

CategoryIntegrated Marketing Campaign

Entry TitleSPG Mobile Check-In Incentive Campaign

Innovation Analysis: Please provide a brief background on the project and why you feel it fits the definition of innovation, what the breakout implications are and how it was an industry disruptor.

Sources of Innovation: Did the innovative project result from chance, from research, from inspiration from outside the industry, or from some other source?

Goals and Objectives: What were the goals of the innovative project, and were they met? Were they tied to a business plan? A larger campaign? Or to get specific result (such as views, shares, influencer engagement, or bookings)? And what obstacles did you encounter in the execution of the project and how did you overcome them?

Classification

Situational AnalysisMarriott is digitizing every moment throughout the guest’s travel journey—thinking about travel, planning a trip, staying with us, and finishing up on a trip—to make their experiences more personalized and seamless, while enhancing the human interactions we have with guests through digital. Our apps simplify the travel experience, while allowing guests to customize their hotel stay. Specifically, Mobile Check-In launched in 2017 in the SPG app and guests that use our mobile app before, during or after their stay report overall higher guest satisfaction.

Research, planning, and implementation:
What market research was conducted prior to planning the piece/campaign?
Describe how you planned and produced the creative assets with the mobile canvas in mind.

Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?

Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).

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. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

Leadership:
To keep your CSR efforts thriving, you need momentum and passion, which has to come from the top. 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?