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We were entrusted with managing the Super Brand Day campaign for Marriott Hotels in China. Our objectives included driving sales, increasing membership in their well-known loyalty program, and enhancing brand equity among affluent Chinese travelers.
We designed a campaign centered around a special black card, granting access to exclusive privileges at Marriott Hotels worldwide. Additionally, a limited edition of the card offered extra perks such as free accommodation and dinners at select top-tier Marriott Hotels.
This massive campaign leveraged exclusive media resources within the Alibaba ecosystem in China. It included comprehensive online and offline activation strategies, featuring a celebrity endorsement, media coverage, social influencers, an eCommerce landing page, offline events, and PR efforts.
The campaign was a tremendous success for Marriott Hotels' first Super Brand Day in China. It generated millions in sales on Tmall, attracted hundreds of thousands of new enrollments for the Marriott Bonvoy loyalty program, and significantly boosted the brand's equity in China.
We serves as a gateway, spotlighting Chinese brands on the world stage and welcoming international brands into the Chinese market.
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