Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?For the 2021/22 season, the overall task was to develop a season-long partnership program, ensuring Marriott Hotels’ roles within the partnership were successfully communicated: • Marriott Hotels offering the tangible property for the partnership to be experienced whilst inspiring brilliance – Accompanied by unrivalled access via the partnership with the MUFC All activations within the 2021/22 campaign had to create a space that could be owned by each brand, while also delivering the following objectives: 1) Drive awareness for Marriott Hotels and the affiliation with MUFC 2) Leverage MUFC’s global reach and fandom, to speak to new customers Due to the recovery of both Covid-stricken sports and travel industries, the 2021/22 program was executed with a reduced set of rights, operating at approximately 42% of the contracted rights. Meaning that any partner activation had to maximize impact and increase awareness. The key activation for the 2021/22 season was The Suite of Dreams, an exciting experience consisting of a sleepover in a Marriott Hotels designed hotel suite in MUFC’s Old Trafford Stadium, the first of its kind activation for MUFC and the Premier League. To maximize the opportunity, a sweepstake was launched as a global contest The winner experience consisted in: • Four-day trip to Manchester, staying at the Marriott Manchester Victoria & Albert Hotel MUFC Treble inspired suite • One-night stay in the Suite of Dreams at Old Trafford • Private Stadium, Museum Tour and private dinner with former captain Bryan Robson • Surprise drop-ins from MUFC legends Wes Brown & John O'Shea • Pitch side access and a trip to watch a first-team training session • Personalized video message from Marriott Bonvoy ambassador, Rio Ferdinand • "Eat like a player" Food & Beverage offering • Marriott Bonvoy and MUFC gifting, including a shopping spree in the Manchester United Club shop • Matchday hospitality in the M club for MUFC vs Chelsea

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)The campaign performed extremely well and exceeded the original goals set – the campaign also overdelivered by providing additional reach and added-value opportunities through media channels and partner firsts. Suite of Dreams successfully: • Increased engagement with Marriott Bonvoy by showcasing the unrivalled and unlockable experiences available on the platform • Incorporated both Marriott Bonvoy and Marriott Hotel touchpoints, implicit to the success of the activity • Leveraged Manchester United’s global fandom and reach, engaging with a new audience beyond Marriott Bonvoy member Overall results: • 15m impressions • 7.7m views • 20 media outlets covering the activation with a reach of 266million MUUs Bleacher Report media partnership exceeded targets, delivering: • 1.15m IG Story views vs. 0.4m goal • 0.2m longform YouTube views versus 0.1m goal • 21.3% engagement rate vs. 17% paid media partnership benchmark The campaign achieved notable results exceededing Manchester United’s commercial partner benchmarks: • Instagram delivered 3% more impressions and 19% higher views, with Stories delivering 203% more engagements than the benchmark • Facebook over indexed by 574%, compared to MUFC’s paid media benchmark -Second highest performing partner contest of all time, with 90,000+ entries Additional added value opportunities also leveraged included: • Support via MUFC’s TikTok, a first and only occasion a commercial partner has appeared on the football club’s official TikTok (As of Oct 2022) • Push notifications to promote the contest delivered to the club’s official app, another first for a commercial partner Due to its success the Suite of Dreams competition will be launched an additional two times during the 2022/23 season. The winner's experience has been documented with a series of content due to go live across Marriott Bonvoy and Hotels' social channels to promote the unique experiences on offer. (please keep metrics confidential)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?Due to client and agency policy, we are unable to share definitive budgets, but can outline that this activation had an allocated budget in the $150-200,000 range. As outlined in the results section the activation garnered brilliant results and ROI on the set objectives: 1) Promote and communicate Marriott Bonvoy’s Value proposition to existing Marriott Bonvoy Members 2) Drive engagement with the Marriott Bonvoy loyalty platform via unique experiences 3) Further affiliation between Marriott Bonvoy & Marriott Hotels 4) Leverage MUFC’s global reach and fandom, to speak to new customers As part of an annual survey initiative driven by the football club on behalf of partners, the official fan impact survey revealed the below results, which highlight the success of the Marriott Suite of Dreams activation and wider seasonal partnership campaign against the investment in campaign budget made by Marriott. • 87% total awareness for Marriott as the clubs Official Hotel Partner amongst fans • 94% brand awareness for Marriott Hotels amongst fans & 88% brand awareness for Marriott Bonvoy amongst fans • 72% of fans are likely or very likely to share content with their family or friends • 78% of fans are likely or very likely to search for more information on Marriott hotels and its partnership with Manchester United • 79% of fans are likely or very likely to recommend Marriott Hotels after watching the content As part of a wider campaign plan, not only did the content deliver against target impression and view metrics that were defined when budgeting, but it also consistently outperformed Manchester United commercial partner benchmarks. It produced fantastic consideration results from the Club’s global fan base. Commercially, the campaign content led to 100% tenancy in the Manchester United themed suites on matchdays during the 2021/22 Premier League season.

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technology move the department or business forward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization’s message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Entry TitleMarriott Suite of Dreams with Manchester United

DivisionAdvertising - Brand Activation

CategoryAdvertising