Billboard; Reaching Out for Next Generation of Marriott Customers
YORK, Sept. 21, 2005 - "m" marks the spot. Marriott International, Inc.
(NYSE: MAR - News) today pulled back the curtains to reveal the mSpot,
the hippest and most entertaining billboard ever to take on the bright
neon of Times Square.
Celebrating the company's hip new room design for its Marriott Hotels & Resorts brand, including the irresistible and luxurious Revive® Collection bedding, the mSpot is a four-day extravaganza complete with sizzling musical acts.
There's good reason for all the action and excitement -- across its worldwide portfolio of hotels and resorts, Marriott expects more than $5 billion to be invested over the next five years as its hotel owners and franchisees bring the New Look and Feel of Marriott to all areas of their hotels.
The mSpot is a live billboard like no other. Enclosed in glass at street level, the life-sized Marriott Hotels & Resorts guest room doubles as a soundstage. mSpot becomes an entertainment hot spot as chart-topping artists Ciara, Marc Broussard, Antigone Rising and Collective Soul give free concerts, and Marriott's own fitness gurus wake up Times Square with an early morning workout.
And did we mention Karen and Dan's extreme wedding?
Providing a dramatic setting for the mSpot are Marriott's innovative new ads, which celebrate the new Revive® Collection bedding as hero and the traveler as heroic. The visually stunning murals feature striking images of achievement and performance alongside the new crisp, white bed, clearly the inspiration for an energizing night's sleep and a day full of promise.
"Our new marketing approach is the boldest and most exciting in the company's history. It celebrates the road warrior and engages the next generation of Marriott customers," said John Marriott, executive vice president of lodging, Marriott International. "The Revive campaign and mSpot event are 'game-changing' for our business and reflect our strong focus on guest experience and innovation."
Inspired by input from guests of all generations, the new look of the cutting edge guest room is clean and crisp, with simple forms, straight lines and uncluttered surfaces. Contemporary residential design and warm colors look and feel like home. Technology is "plug and play," thanks to Marriott's exclusive high-tech device that hooks a laptop or personal entertainment equipment, including the ubiquitous iPod, into a state-of-the-art 32" HDTV. The room is also highly adaptable so guests can work, relax or play. Case in point, imagine jamming out to your iPod while you pivot the desk toward the TV, magnify your laptop to a 32" monitor and bang out that presentation -- now that's multitasking!
"The consumer is at the center of all we do at Marriott," said Deborah Fell, senior vice president, marketing strategy & integration, Marriott International. "We challenge ourselves to shake up industry marketing approaches and break through the clutter with messages that are meaningful to our customers."
Not able to be in Times Square for the event? We're sorry about that, but no worries. Check out http://www.experiencemarriott.com for an up close and personal tour of all the elements that make Marriott's new guest room the room of the future.
This press release contains "forward-looking statements" within the meaning of federal securities laws, including statements concerning anticipated investment spending by our hotel owners and franchisees that are not historical facts.
Marriott International, Inc.
|Also See:||Defining the Hi-Tech Hotel; Anticipating the Tech Needs of Your Guests and Providing It Ahead of Being Asked / HOTEL Asia Pacific / February 2005|
|Las Vegas' Hotels Set to Outdo One Another with In-room Amenities, Latest Gadgetry / September 2005|