Brand & Advertising Campaign Strategy, B2C + B2B (CVBs, Meeting Planners)

Company Renaissance Hotels & Resorts / Sector Travel & Tourism, Lodging, Hotels & Resorts

Creative Targeting, Compelling Promise Engage Valuable Untapped Audience, Reservations Up ⇧ 11%

by Christopher Vickers, Atlanta-based Brand, Advertising + Content Marketing & Communications Strategist & Creator

Background With global reservations and occupancy below industry standards, a vague brand image among consumers and competitors benefiting from higher degrees of awareness, attitudes, loyalty and usage, Renaissance was one of parent Marriotts’ weakest performers.

Renaissance Bali Uluwatu

Opportunity Our research revealed a segment of valuable business travelers who were younger (25-44), earned above average income (HHI $100k+/year) and traveled abroad frequently.

This segment expressed wanting “more than the routine” and “new and different experiences” and were somewhat loyal to two or three brands but open to trying new ones. We named this segment of travelers “Renaissance People” (RP).

Renaissance Koh Samui

Approach We developed and executed integrated work which included modern, re-imagined versions of some of the most well-known Renaissance paintings, mated with photos of luxury spas, rooms, amenities and experiences unique to local cities and individual properties. In the U.S. the J.D. Power (#1 in Upscale-Hotel Guest Satisfaction) Award was featured as a proof point for Renaissance’ exceptional hospitality. 

Renaissance Phuket

Outcome  The campaigns were credited with helping increase reservations 11% year-over-year and increasing occupancy as much as 9% in the APAC and LATAM regions. In addition to these upticks the campaign was embraced at all levels within Renaissance and Marriott, from Renaissance hotel GMs to the founder's son, J.W. Marriott

Agency McCann