The Challenge

As Marriott prepared to merge with Starwood, its CMO needed a strategic and comprehensive approach to ingesting 19 new brands into the portfolio, with distinct brand identities and audiences. The CMO also needed to create a new global rewards program that would enable previous Marriott and Starwood customers to understand and appreciate the collective advantage of a combined entity, so the combined brand would sustain and grow its base of loyalty.

The Solution

Noetic partnered with the CMO and each brand leader to research and map all brands, then reimagine and align them to the new structure. Noetic then helped activate the new brand map with a global promotions process and training.

The Deliverables

  • Qualitative research
  • Insights Report
  • Global Portfolio Brand Positionings
  • Brand Guidelines and Templates
  • Campaign Prioritization Process

The Result

With the brands comprehensively and individually defined, the CMO was able to create and launch the highly successful hospitality loyalty program, Marriott Bonvoy. Bonvoy, that enrolled 12 million members in its first nine months of launch.

 

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