Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 11th Annual Shorty Awards

More with Marriott Rewards – Americas Destination campaign

Entered in Travel & Tourism

About this entry

Marriott Americas Brand, Marketing & Digital team, which is focused on driving room nights and revenue across US and Canada destinations, executed a unique creative strategy across Facebook's three layers of travel targeting. This campaign targeted travelers across the consumer funnel with Facebook Trip Consideration and DAT Broad Audiences with unique, destination-based videos and Instant Experiences to drive performance.

Why does this entry deserve to win?

Demonstrate destination prospecting fueled with robust creative drives incremental destination site traffic/searches. Show increased site visits through Trip Consideration linking to destination search pages on marriott.com and DAT Broad Audiences linking to the property pages. We tested five key travel destinations including Phoenix, Boston, Washington D.C., Orlando and NYC promoting our loyalty program, Marriott Rewards throughout the creative. This pilot across the five markets helped confirm our approach to roll this out to more markets throughout US/Canada in 2019.

Results

The Marriott Americas Brand, Marketing, Digital team, wanted to test destination-led creative prospecting and its effects on Marriott's business. The team put together a few ideas and eventually decided on an out-of-the-box idea, recommending immersive mobile-first creative leveraging Facebook's Travel Prospecting targeting segments – aiming to reach millions of travelers worldwide while producing incremental value for Marriott's core business.

The results were a success. The campaign:

Both Trip Consideration and Dynamic Broad Audiences paired very well together, delivering strong overall results while creating immersive and engaging mobile-first experiences.

The test confirmed our approach, and destination-led creative will now roll out across North American campaigns.

Creative:

Trip Consideration

New York City

https://fb.me/23eWFEXGaQetcNZ

Trip Consideration

Boston

https://fb.me/2fepJf4mlld8aS3

Trip Consideration

Washington DC

https://fb.me/2aFhO4btdJffbmv

Trip Consideration

Phoenix

https://fb.me/1KFV7v6hJMz21pa

Trip Consideration

Orlando

https://fb.me/1Zn8t5C0uzxetJL

Broad Audiences

New York City

https://fb.me/1NccPuFTK65ErF8

Broad Audiences

Boston

https://fb.me/1FlzPA1PRuJTOn1

Broad Audiences

Washington DC

https://fb.me/axFq6YavoesGm1

Broad Audiences

Phoenix

https://fb.me/1FPOe6faWihD6c8

Broad Audiences

Orlando

https://fb.me/1T6EZ8mZ9xA8ySH

Media

Entrant Company / Organization Name

Marriott International, Publicis Marriott One Media, Facebook, Wunderman

Entry Credits