Adrian Awards 2019
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Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Marriott, came to Milestone with the goal of creating a website that would connect brides, grooms, and event planners with their perfect venue. The main idea was to provide a single website that would showcase different types of Marriott hotels throughout the UK, the new site is designed to make event and venue planning a joy.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The target audience is made up of event and wedding planners and people wanting to get married across Marriott properties in the UK. The goal was to showcase hotel venues in a way that the website could help pick the best wedding venue for the needs of the website user.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
Marriott’s connection to its guests manifests in its focus on going beyond crafting events to crafting memories. Building on this philosophy, Milestone designed a modern website, built to connect event planners with their specific needs, wherever they are on their customer journey. An inspirational wish List, smartly designed UX, and vivid imagery of the brand’s stunning venues, all make up a vital piece of the omnichannel strategy and approach taken by the Milestone team.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
A key objective was to proactively showcase the unique features of the various Marriott’s and the connection to its guests that manifests in its focus on going beyond crafting events to crafting memories. The website design was a critical component, leveraging the fact that more than 60% of searches now happen on mobile devices. The new design focuses more on a modern card style UX for finding venue locations. The UX also allowed users to understand key differences between the properties within different destinations. Milestone deployed state of the art progressive web app (PWA) and mobile first design. Milestone CMS also enabled schemas on the website that helped improve search engine indexability, crawlability directly impacting traffic. The messaging objective was two-fold: to provide users with a directory of different wedding destinations, and secondly to help the users choose appropriate hotels depending on the type of event; weddings, special occasions or birthday celebrations.
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.
Please keep this data confidential. The site went live on 07/09/2019. And the results? Unprecedented growth month over month following the site’s launch in July 2019. Please see results in the section below.
Entry Title
Memories Made at Marriott UK – (Marriott Branded Event Promotion Website)
Division
Digital Marketing
Sub-category
Digital Single Item
Category
Web Site
Classification
Entry Award:
Gold