SHAADI BY MARRIOTT

THE TASK

Marriott hotels in India wanted to become top of mind as ‘the destination’ for weddings in India.

INSIGHT

In India, weddings are no short of festivals. It’s a family event and the destination often declares the status of the family. To make Marriott the preferred destination for guests planning a dream wedding, we positioned the launch of ‘Shaadi by Marriott’ as the most sought after event of the year.

WHAT WE DID

We announced the wedding of the year!

We associated with the county’s top wedding fashion designers – Abu Jani and Sandeep Khosla to develop a unique wedding fashion show with then to be bride Sonam Kapoor as the showstopper. Our Media Plan was rolled out in 3 phases – Building Up Anticipation, The Big Fat Indian Shaadi and Post Event Visibility and we well surpassed our goals across phases by:

• Having the BEST MEDIA as part of the Wedding of the Year
• We HIT HEADLINES across DREAM media outlets
• Achieved BRAND MENTIONS in paid media and made AJSKxSHAADIBYMARRIOTT to go VIRAL!

RESULT

• The biggest shaadi of the year was featured through more than 178 stories
• Total PR value achieved was USD 3,993,900
• 22,000 REAL-TIME conversations across social media
• Trending on Twitter
• Through all of these stories and conversations, we achieved a total of over 459 million impressions