Travel & Tourism
Cruises, hotels, resorts, amusement parks, recreational, travel tours, travel websites and booking services, etc.
Holiday Inn ubiquity handicapped the market potential of the Holiday Inn Express brand- consumers weren't aware that Express was a distinct brand, let alone a contender in the 'limited service' hotel segment. The brands first-ever "Stay Smart" marketing campaign set out to not only generate awareness, but drive business. The campaign broke the mold of typical hotel advertising by focusing on the emotional, "I feel smart" benefits an Express stay offers. Impactful creative and targeted media maximized a small budget, resulting in substantial shifts in key brand measures, and revenue growth that dramatically outperformed competitors-all in just five months.
Brand: Holiday Inn Express
Client: Bass Hotels & Resorts, Inc.
Agency: Fallon McElligott
Remember The Magic
For their 25th Anniversary, Walt Disney World wanted to achieve record attendance levels, create rapid awareness of the 25th celebration, and gain significant unpaid media coverage. The "Remember The Magic" campaign tapped into the emotional connection that guests have with Walt Disney World by inviting them to come back to re-live their favorite memories and create magical new ones. With this highly integrated and relevant campaign, Walt Disney World had its most successful year ever - exceeding all goals set for the 25th Anniversary including the shattering of previous record attendance levels in a highly competitive category.
Brand: Walt Disney World
Client: Walt Disney Parks & Resorts
Agency: Leo Burnett USA
When You're Comfortable You Can Do Anything
Marriott's "When You're Comfortable You Can Do Anything" campaign, launched in late 1995, continues to distinguish itself from its competitors by focusing its message primarily on the consumer and his/her mission(s) versus the predominantly non-differentiating physical components of a hotel experience. The campaign positions Marriott as the "Caretaker" (providing products and services above and beyond expectations) enabling guests to focus on achieving their individual or group "missions". This campaign works to achieve Marriott's goal to maintain its leadership position among quality tier brands.
Brand: Marriott Hotels, Resorts & Suites
Client: Marriott International, Inc.