Marriott Case Study
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Case Study about Comcast on LinkedIn: Raising brand awareness with company pages Visit marketing.linkedin.com for more success stories.
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Marriott Case Study
- 1. Marriott Hotels & Resorts: Travel Reaching Business Travelers Objectives Raise brand awareness Connect with business travelers Create ongoing dialogue with target audience Products Custom Group Partner Messages Display Ads Sponsored Polls Results Contest and targeted content resulted in 1,500 Active members acquired 10% Increase in brand awareness Marketing Solutions 1
Editor's Notes
- AE:Lisa CoffeyCountry: USAbout Marriott Hotels & ResortsMarriott Hotels & Resorts (MHR) is Marriott International’s largest global brand.With a wide variety of city and suburban hotels; beach, golf and spa resorts; and convention hotels, MHRhelps guests work, relax, and recharge at nearly 500 properties in 60 countries worldwide.ChallengesLarge, hard-to-reach audience of busy, high-achieving business professionalsSolutionEstablished Custom Group with business travel themeTargeted frequent business travelers in key industriesDrove initial group membership with a contest for business travelers to share storiesUsed targeted Display Ads to build brand awarenessUsed personalized Partner Messages to drive membershipSponsored polls, group discussions and custom content engaged members Why LinkedIn?World’s largest professional networkHigh percentage of frequent travelersProfessional, respectful group interactionResults1,500+ active members acquired in Custom Group30% increase in members who consider the hotel brand their primary choice for business travelUp to 31% increase in positive perception of hotel services/amenities 10% increase in unaided brand awarenessQuotes from Client: Jim McMahon, Marketing Strategy Manager for Marriott Hotels & Resorts“When we looked at social media partners for our campaign, LinkedIn was a natural fit for reaching our core target audience.”“We were pleased to see positive shifts in perceptions of the brand based on the group experience, and our LinkedIn campaign.”“Ongoing dialogue with out core customers via our LinkedIn Custom Group will help us continue to enhance the customer experience to meet the high expectations of our guests.”