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:
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.

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.

Research, Planning and Implementation
What research was conducted prior to planning the initiative? Describe the step by step efforts to plan and implement the initiative in a way that would allow others to be able to duplicate your efforts. Were their individuals or teams that offered leadership to ensure effectiveness?

Message and Communication
What were your key messages? How did you differentiate your messages? What was the purpose of the communications? How did you communicate your actions to the target audience? What other stakeholders or media did you approach for assistance?

Results and Impact
What results had the greatest impact on your target audience? What results were directly tied to the HSMAI Foundation Mission? Which of your original goals was achieved? Please comment on the process and the outcomes. What measures were used to determine success? How was the data collected? What is the status of the initiative now – will it continue? Was it effective? Will it be used continuously? Will you help others use the initiative to help the industry meet its needs for exceptional talent? How?

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).

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?

Entry TitleMemories Made at Marriott UK – (Marriott Branded Event Promotion Website)

DivisionDigital Marketing

Sub-categoryDigital Single Item

CategoryWeb Site

Classification