This document outlines a marketing strategy for The Autograph Collection hotel brand. It discusses defining the brand without losing the essence of individual hotels, and addressing the unmet needs of target customers called "Individualists" and "Bobo Millennials". The proposed strategy includes developing a mobile app to amplify the guest experience, using geolocation and augmented reality to share local stories; curating experiences through local-centric content and influencers; and measuring the strategy's effectiveness in driving awareness, building credibility, and establishing meaning for users over 12 months with a $500,000 budget.

2. Diverse Knowledge
Well-Traveled
Cultured
Why we’re unique:

3. Brand/User
Relationship
Experts

4. Establish, enhance, or reshape the
relationship between you and your users.
What we do:

5. To create meaningful connections.
Why we do it:

6. Our Approach:

7. Let’s talk about you.
Enough about us.

8. Drive awareness and
build street cred for
The Autograph Collection.
Assignment.

9. 1. Market 2. User
3. Brand 4. Vision 5. Execution
Agenda:

10. Marketing
challenge.

11. Brand experiences vary in value.

12. Coveted brands create
meaningful experiences
for their guests.

13. Define the collection
without losing the essence of
its individual parts.
Marketing challenge:

14. Unmet user need.

15. The Individualists.

16. 16
◍ Partially retired investment banker
◍ New Yorker, born and bred
◍ Travels for business and pleasure
◍ Has extra pages in his passport
Made Mavericks
Cotton House Hotel
Hotel Punta Islita
Hotel Chicago

17. Bobo Millennials
Kessler Canyon
Hotel Fontecruz Lisboa
AC Santo Mauro
◍ Graphic designer from Belfast
◍ Lives in Paris
◍ Attends concerts and theatre
◍ Travels 2-3 times per year for
during the week
pleasure

18. Individualists are walking
contradictions.

19. They want to feel free.

20. But still connected.
71%
of guests bring their
iPhone or smartphone
on their travels.
56%
post a review
after their trip.

21. They don’t want anyone’s approval.

22. But they need validation.
89%
of purchasing decisions
are review-influenced.

23. Find inspiration for their next story.
Unmet user need:

24. Brand Capability.

25. You are a connoisseur of experience.

26. You protect history and elevate brands.

27. Curating an experience.
True Brand Capability:

28. Curating an experience.
Real marketing
challenge
Unmet user
need
True brand capability
Define the whole
without losing the
essence of its
individual parts.
Find inspiration
for their next
story.
Make your
guest feel like
a local.

29. Be Moved.
#exactlylikenothingelse

30. Local-Centric
Content.
The Autograph Collection
100,986
A true Londoner’s night out with Oliver
Tezcan. #AutographCollection
Nice pun #ExactlyLikeNothingElse
#AutographCollection #StErmins
#London
310,967
The Autograph Collection

31. Key Influencers & Media.
Made Mavericks Millennials
My Way® Un-Guided Tours
Key
Influencers
Media
Nancy D. Brown

32. AC
A mobile app that truly amplifies the guest experience.

33. ◍ Augmented Reality and iBeacon
tell the rich stories of the
Autograph Collection.
◍ Geolocation
leads guests to local treasures.
◍ Virtual ‘Guestbook’
allows visitors to share experiences,
tips, and feedback.
◍ Captures User Generated Content
App Features.

34. Secret
tunnel
leading to
Parliament
Parliament
Bell alerts
MPs it’s
time to vote
Double agents
were caught
swapping war
secrets in the
tunnel.
Both the ceiling
and floors are
original designs
built by a famous
English theater
designer.
The hotel was
completely renovated
four years ago. You will
see nature interwoven
in all details.
Sea
shell
chairs
Augmented Reality.

35. Experience London
through J.P. Briggs’ eyes
Meet J.P. Briggs,
the designer
Visit the theater
that inspired St. Ermin’s
See his hidden collection
Make your own
plaster work
Geolocation.
AC Authentic now
Wanna go?
slide to view details

36. Virtual Guestbook.

37. User
Generated
Content.
Emily Andrews

38. User
Engagement.

39. Channels Searching Traveling TBT-ing
Earned Media/Print X
Social Inbound X X
Web X X
Application X X X
Social Outbound X X X
Sharing X X X
Channel Strategy

40. Execution.

41. Editorial
Calendar.
[ Stones ]
[ The Mayflower ]
[ Blue Moon | Winter Haven ]
[ Cosmopolitan | The Saint ]
[ The Lexington ]
[ Boscolo Venezia ]
[ Grand Bohemian ]
[ Brown Palace | Pier One Sydney Harbour ]
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
[ The Atlantis | Scrub Island Resort ]

42. 42
Jan Feb Mar Apr May Jun Jul AugSep Oct Nov Dec
Content
Creation
Launch
Autograph
Collection
Application
Execution Timeline.

43. 43
12 months: $500K
$250KAsset production
$150KContent development
$100KInfluencers & paid media
Budget.

44. Key Measures
Objective KPI Early Indicators
Drive awareness.
# of social mentions and use of
hashtags
• Earned media
• Participant interest
• Increased social engagement
Build street cred as a unique
hotel brand.
# of guests visiting due to social
or earned media
# of social mentions and use of
hashtags
# of shares/likes
• Positive sentiment
• Return guests
• Tier 1-3 influencers
organically suggest
brand/hotels
Establish deep meaning for user.
# of returning guests
# of app downloads
• Recurring app use
• Media coverage of app

45. Questions?