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Sparking sales in multiple Asian market

Marriott Bonvoy is the loyalty program for the world’s biggest hotel group, Marriott International.

Stepworks supported Marriott’s Asia Pacific team with a multilingual campaign. The objective was to move the needle on MICE bookings in a recovering market.

The campaign positions Marriott properties as the premier choice for business events, conferences, and meetings across the region.

Targeting Asia Pacific and Greater China multinationals and event organisers, the campaign depicted slice-of-life images from various events.

The campaign enabled Marriott properties around the region to reach their markets through a wide array of channels.

Audiences were invited to SPARK This Moment, with SPARK presented as an acronym for Success, Passion, Appreciation, Relationships and Kindness

Value created

KPI focus – The campaign aimed to fulfil the needs and desires of event organisers’ while encouraging them to progress along the customer journey.

Cost effective and consistency – By developing a multilingual campaign toolkit for Marriot’s regional teams, the loyalty program achieved a consistent quality for multiple channels and diverse audiences and properties.

Aligned multiple parties’ needs – The campaign headlined key concepts that appealed to event organisers, while complying with the brand fundamentals of Marriott Bonvoy, and Marriott International.

Successful collaboration – Wholehearted collaboration between the Marriott and Stepworks teams resulted in positive outcomes for the project.