Marriott International, Inc. France PR Strategy


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Marriott International, Inc. France PR Strategy

  1. 1. Raise Profile Through Local Engagement Kelly Berry, Kyle Mitchell, Joanie Burkhardt, Wyatt Rogowski, Amanda Leeman & Aurélia Villeret
  2. 2. <ul><li>To raise Marriott’s profile in France through P.R. efforts </li></ul><ul><li>Staying true to foundation Marriott has already set with it’s “Spirit to Serve” </li></ul>
  3. 3. <ul><li>Site visits with </li></ul><ul><ul><li>French Professors </li></ul></ul><ul><ul><ul><li>Lois Vines </li></ul></ul></ul><ul><ul><ul><li>Dominique Duvert </li></ul></ul></ul><ul><ul><li>Webinar </li></ul></ul><ul><ul><ul><li>Basic PR trends & strategies </li></ul></ul></ul><ul><ul><li>Public Relations Professionals </li></ul></ul><ul><ul><ul><li>Suzanne Billet, Quinn & Co. </li></ul></ul></ul><ul><ul><ul><li>Morgan Painvin, Quinn & Co. </li></ul></ul></ul><ul><ul><ul><li>Angela Krile, Cochran Group </li></ul></ul></ul>
  4. 4. <ul><li>Food is a large aspect of French culture. </li></ul><ul><li>The economy is in a recession and Marriott needs a PR strategy that is applicable in this economic climate. </li></ul><ul><li>Marriott needs to become more involved in the French community. </li></ul><ul><li>The Salon International de l’Agriculture </li></ul>
  5. 5. <ul><li>Huge annual event in Paris that showcases agriculture & green technology. </li></ul><ul><li>Networking opportunity which consists of 2 sectors: </li></ul><ul><ul><li>Breeding, Genetics and Regional Products </li></ul></ul><ul><ul><li>Production, Agriculture and Environment </li></ul></ul>
  6. 6. <ul><ul><li>Opportunity to share Marriott’s Green Technology as well as learn from other companies. </li></ul></ul><ul><ul><li>Opportunity to reach large & diverse population at one event. </li></ul></ul><ul><ul><ul><li>Over 600,000 visitors each year </li></ul></ul></ul><ul><ul><ul><li>1,000 exhibitors reprehensive of 22 regions in France & 17 countries. </li></ul></ul></ul><ul><ul><ul><li>Unrivaled media coverage </li></ul></ul></ul><ul><ul><ul><li>Wide-Range of Attendants: Rural Farmers, Parisians, Politicians, Industry Professionals, Domestic & International Spectators </li></ul></ul></ul>
  7. 7. <ul><li>Agri Confiance </li></ul><ul><ul><li>French Agricultural Co-Op Program for Sustainability </li></ul></ul><ul><li>Arval Construction </li></ul><ul><ul><li>Construction Company </li></ul></ul><ul><ul><li>that offers new architectural </li></ul></ul><ul><ul><li>and technical solutions. </li></ul></ul><ul><li>Rothelec </li></ul><ul><ul><li>French Eco-Power & Solar Energy Corporation. </li></ul></ul>
  8. 8. <ul><li>Opportunity to be the first lodging exhibitor involved </li></ul><ul><li>Raise awareness of Marriott’s “Green” efforts in a educational (not arrogant) manner </li></ul><ul><li>The Chance to Inform & Learn </li></ul><ul><li>The educational & community involvement aspects fit under Marriott’s Spirit to Serve </li></ul>
  9. 9. <ul><li>Short Term: </li></ul><ul><ul><li>Raise Marriott’s visibility at a high-volume event </li></ul></ul><ul><ul><li>Show the Public that Marriott is involved in the French community </li></ul></ul><ul><li>Long Term: </li></ul><ul><ul><li>Facilitates future relationships/partnerships with rural farmers and/or sustainable French corporations. </li></ul></ul><ul><ul><li>Opportunity to learn about what other companies are doing to reach sustainability and potentially implement these strategies to Marriott’s practices. </li></ul></ul>
  10. 10. <ul><li>If Marriott’s resources permit… </li></ul><ul><ul><li>Contest/Giveaways can be run at the exhibit in order to establish an email database . The database will serve as an online marketing tool. </li></ul></ul><ul><ul><li>Educational materials can be passed out to inform attendants of Marriott’s CSR initiatives , as well as what they can do to serve their community. </li></ul></ul><ul><ul><li>Build relationship with exhibiting rural farmers by offering discounted rooms during the week of the event at the Courtyard Paris Neuilly. </li></ul></ul>