Cannes Lions

HOTEL CHAIN

MOMENTUM WORLDWIDE, St Louis / MARRIOTT HOTELS / 2006

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

To garner maximum attention and change brand perceptions, a glass enclosed guest room that featured the new room enhancements was placed in the middle of Times Square, New York. A second story performance stage was added to feature live musical concerts and crowds, were estimated at up to 12,000. In addition, the Kodak Jumbotron was used for image magnification of the concerts and events. For additional exposure, Westwood One Radio Network aired live national programmes from the mSpot, which featured high-profile celebrity guests. An online promotion also gave the opportunity to win a trip to experience the mSpot.

Outcome

• mSpot placement in Times Square resulted in an estimated 8.5 million impressions for Marriott• Westwood One media resulted in 86,894,000 gross impressions• mSpot featured in USA Today, Business Week, CNBC, Fox 5 TV, Washington Post, as well as other TV and print media.• Saturday night crowds were estimated at 12,000 – enough for NYPD to shut down the concert due to safety concerns. This is only the third time this has happened - previous occurrences were for U2 and The Beatles.

Similar Campaigns

12 items

George Russell - Special Delivery

MARRIOTT INTERNATIONAL, Bethesda

George Russell - Special Delivery

2024, MARRIOTT HOTELS

(opens in a new tab)