For Take 2, we not only decided to involve the managers, but to place them at the centre of attention. We made them MVPs. After all, Marriott may come up with the advertising, but managers make sales happen. To cut through the clutter of communications that every Marriott hotel manager receives from Marriott Headquarters, we created an oversized package using this year’s Take 2 football theme with materials they needed to promote in their markets. These helped get High Value guests into the Marriott Rewards Programme, and encouraged customers to register right on-site.

When Take 2 was done in the past without such a kit for hotel managers, 355,000 people registered. However this most recent Take 2, with the advantages of the kit, generated 596,000 registrations, surpassing goal by 78%. The kit also scored major points with Marriott and their property managers. The contribution to the success of Take 2 was so great that internal communications based on our kit are now standard for all national program launches.