The Web Marketing Association is proud to present this 2024 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
DATA AXLE AND MARRIOTT INTERNATIONAL
MARRIOTT BONVOY LEVERAGES LUXURY TO ENTICE MEMBERS, BOOST REVENUE
Best Hotel And Lodging Email Message Campaign
Marriott Bonvoy's luxury member account update is a monthly email campaign sent to members with a strong inclination for travel to Marriott's portfolio of luxury hotels including The Ritz-Carlton, St. Regis, and EDITION Hotels. The creative for this campaign meticulously considered the distinct brand voice specific to luxury properties and layered on an elevated look and feel designed to make an impact on the luxury travel audience. This campaign highlighted new hotel openings and set the stage with an intriguing listicle-style subject line: 7 New Hotel Openings in the Most Beautiful Places in the World. It included a beautifully designed and impactful hero image treatment with six clickable hotel features and a member account box that showcases the member's Elite status level, points balance, and nights stayed. Each of the seven new hotels featured in the secondary section used an animated gif to bring life to the new properties and highlight a selection of compelling features at each property to transport the reader to a destination. The email finishes with a video-style gif highlighting The Luxury Collection's partnership with Laila Gohar, a well-known travel influencer.
The results were considerable, and the campaign experienced strong deployment for both engagement and financial metrics. This deployment generated the most clicks and highest clickthrough rate out of any of the Luxury mailings sent in 2023. It was also tied as the top revenue-driving deployment of the year. Compared to the average, clicks and clickthrough rates were both up 19%, with revenue seeing an increase of 30%.
Contributors:
| Senior Director, Luxury Brands at Marriott International: | David Menda |
| Global Director, Luxury Content Marketing & Segmentation The Ritz-Carlton | St. Regis | JW Marriott: | Janet Yungwirth |
| Senior Manager, Luxury Content Marketing & Segmentation The Ritz-Carlton | St. Regis | JW Marriott: | Erica Biroonak |
| Senior Account Manager, Data Axle: | Kaila Waki |
| VP of Strategy, Data Axle: | Erica Huntley |
| Senior Director of Strategy, Data Axle: | Erin Gade |
| Strategy Manager, Data Axle: | Evan Wiebe |
| VP of Content Marketing, Data Axle: | Jen Tabbal |
| Capricia Alston, Content Director, Data Axle : | Kelly McMahon, Associate Creative Director, Data Axle |
| Christina Chang, Art Director, Data Axle: | Diana Strandberg, Vice President of Client Solutions, Data Axle |
DATA AXLE
Location: United States