MARRIOTT
I was asked to help write the script for Marriott's "Portal to Paradise" case study video.
In 2017, the Caribbean and Mexico were hit with a wave of bad circumstances due to hurricanes and violence. As a result, sales for Marriott Caribbean and Mexico Resorts were affected negatively. Marriott was faced with the challenge of changing travelers' perception that the region was back in business. The best way to change that perception for travelers was to take them there so they could see for themselves.
Utilizing the latest Apple AR kit, the “Portal to Paradise” app was developed as a way to do just that, giving users the opportunity to transport themselves to paradise from anywhere. Users downloaded the app directly to their iOS mobile device. Once in the app, they were prompted to identify a flat surface at which to aim the phone. An entry point appeared that allowed consumers to walk through the door and be instantly “transported” onto the white-sand beaches of the Caribbean or Mexico. Users could then choose from a list of participating resorts from the region, enticing them to experience the luxurious rooms and breathtaking grounds of each resort. The app launched at an event held in Grand Central Station in New York City. More than 600 guests had the opportunity to engage with the app for a chance to win instant trips.
In just the first 4 weeks of the campaign, it saw 4.1M impressions, 221K in earned media, and 2.5K app downloads. These are all great indicators of a drastic shift from a negative to a much more positive perception of the hotels in the region.
In 2017, the Caribbean and Mexico were hit with a wave of bad circumstances due to hurricanes and violence. As a result, sales for Marriott Caribbean and Mexico Resorts were affected negatively. Marriott was faced with the challenge of changing travelers' perception that the region was back in business. The best way to change that perception for travelers was to take them there so they could see for themselves.
Utilizing the latest Apple AR kit, the “Portal to Paradise” app was developed as a way to do just that, giving users the opportunity to transport themselves to paradise from anywhere. Users downloaded the app directly to their iOS mobile device. Once in the app, they were prompted to identify a flat surface at which to aim the phone. An entry point appeared that allowed consumers to walk through the door and be instantly “transported” onto the white-sand beaches of the Caribbean or Mexico. Users could then choose from a list of participating resorts from the region, enticing them to experience the luxurious rooms and breathtaking grounds of each resort. The app launched at an event held in Grand Central Station in New York City. More than 600 guests had the opportunity to engage with the app for a chance to win instant trips.
In just the first 4 weeks of the campaign, it saw 4.1M impressions, 221K in earned media, and 2.5K app downloads. These are all great indicators of a drastic shift from a negative to a much more positive perception of the hotels in the region.
The team behind the creation of the app:
Nobox
Chief Creative Officer: Jayson Fittipaldi
Creative Director: Joa Tous
Art Director: Sarah Daoudi
Head of Production: Carlos Rangel
Producer: Rosely Del Castillo
Social Media Manager: Peter Mueller
Account Director: Norma Alvarez
Marriott: Dylan Ellsworth - Senior Manager, Social Media
The team behind the creation of this video:
Chief Creative Officer: Jayson Fittipaldi
Copywriter: Henry Chinea
Studio: Blue Moon Films (Camilo Ayala & German Lambarri)
Head of Production: Carlos Rangel
Account Director: Kristen Caverly-Peixoto
Marriott: Dylan Ellsworth - Senior Manager, Social Media
