When Marriott acquired Starwood Hotels & Resorts, many loyal customers had concerns about what it would mean for them. To communicate changes internally and externally, QorvisMSL worked with the Marriott Loyalty team to develop an enhanced brand and reputation campaign through thought leadership and media relations.
QorvisMSL developed a hyper-targeted strategy to saturate four audiences of “bleisure” travelers who mix business travel with leisure travel – millennial LGBT travelers, fashion/style bloggers, travel contributors and young entrepreneurs.
QorvisMSL crafted an integrated earned and paid strategy to target these millennial audiences:
- Where they are reading – Mashable, Huffington Post, Refinery29, etc.
- Where they are influenced (next-generation bloggers on Instagram, YouTube and via their own blogs)
Additionally, QorvisMSL conducted ongoing media outreach to establish positive relationships with outlets that may not may not have standing with Marriott Rewards and provide them with new messaging to explain how Marriott is reimagining and reinventing loyalty programs.