Our role was to differentiate the luxury brands and position the key properties as the top choice for target audiences in the region.
Marriott International has an extensive and unique portfolio of luxury brands with distinctive experiences and stories to share. Our objective was to work together with Marriott International’s APAC team to differentiate between each brand’s offerings and select properties during a time when borders in the region remained closed or restricted to tourists.
To achieve this, Sinclair developed creative content to pitch to a targeted list of top-tier luxury media in the region, highlighting select properties and key brand campaigns that responded to market trends. Once borders reopened, Sinclair continued to pitch creative content, each piece with its own theme related to a market trend, to gain exposure for a range of properties.
Sinclair further cemented Marriott International’s leading role in the luxury space through interviews with key executives in top tier media where they shared updates on the brand’s luxury portfolio, campaigns and provided insights on relevant market trends.
Strategy: Position Marriott International as a leader in luxury throughout Asia Pacific market by leveraging its luxury portfolio, highlighting key brand campaigns that respond to travelers’ needs in luxury and travel. Inspire and facilitate travel by announcing experiences in line with trends and being a part of award-winning conversations.
Storytelling: Elevate the reputation of Marriott International luxury portfolio through meaningful media and stakeholder conversations with a robust story narrative framework for the group and each individual luxury hotel, riding on relevant industry trends and distinctive properties’ offerings.
Media Engagement: Build relationships between the audience and Marriott International by reaching out to top tier media titles for each brand and producing thoughtful and innovative content in line with key market trends.
Thought Leadership: Position key executives at the forefront of the conversation around ‘the future of luxury travel’ through interviews, by-lines and speaking opportunities. Develop press materials around key campaigns / brand growth to further highlight brand’s leading market position in luxury space.
Stakeholder Engagement: Develop internal toolkits for key campaigns such as The Ritz-Carlton Club to guide properties in different markets on how to activate in their market and inspire them to craft unique PR related experiences to create maximum buzz.
