The Challenge for newport marriott
The Newport Marriott, in fabled Newport, Rhode Island, was about to get a complete makeover. The brand wanted to use the opportunity to launch a new strategy targeting younger travelers without alienating resort loyalists.
OUR approach
Creative and messaging leveraged deep knowledge of what motivates the targeted demographic: authenticity, choice and the opportunity to curate their own experience.
Print and Online Marketing
Rather than leaning on the island’s Gilded Age cliché, we positioned the new Newport Marriott as an adventure-filled hotspot for gathering.
On-Property Experience
To pull through the adventurous spirit of our positioning and creative, we developed logos, collateral and lobby décor that celebrate Newport’s nautical heritage in a modern way.
The Results
In addition to being named Marriott Hotel of the Year for the Americas, the Newport Marriott saw group event bookings shift toward the sought-after millennial demographic. The property also experienced a 21% increase in occupancy and 14% increase in ADR – and both continue to climb.