Find a younger market. Keep the one you have.
The Newport Marriott was about to get a complete makeover. Our job: use the makeover as a chance to launch a fresh new positioning and target millenials. But do this with a message and media strategy that didn’t alienate resort loyalists.
GO OVER AND ABOVE AND TARGET A NEW MARKET WHILE STILL CONNECTING WITH EXISTING CUSTOMERS
Newport Marriott needed to change the perception of being dated to contemporary.
We used a creative and message strategy to attract millennials and a wider audience. Print ads not only featured provocative headlines that spoke to the blurred lines between work and play for millennials but also messages that cut across all audiences and all age groups. And rather than getting stuck in Newport clichés like sailing and the gilded age, we positioned the new Newport Marriott as the island’s new hot spot for gathering.
RESULTS ABOVE EXPECTATIONS
Since 2015 Reopening:
21% increase in bookings
14% increase in average daily rate
38% increase in RevPar
Group event bookings have seen a shift toward the millennial demographic