With 18 brands and 3,600 properties, Marriott International needed a single, authoritative system to help ensure brand consistency and streamline creative production at the local level. Pica9 and CampaignDrive have paid off, with ROI topping $9 million annually.
The hotel company’s enterprise encompasses over 600 franchise management companies – each of which is responsible for reviewing and approving marketing communications activities created by personnel at the property(
Recently, Marriott made a strategic decision to evolve from a “pan-brand” look in its advertising and marketing materials into a communications architecture that would include a distinct “brand voice” for each of its nine major brands. With Pica9’s CampaignDrive, the hotelier has been able to develop an enterprise-level brand management system for its entire global marketing network.