Travel slows down after the summer months so Marriott wanted to remind members that September still offers plenty of opportunities to get away or plan future trips.
To achieve this, Yes Lifecycle Marketing worked with Marriott on a monthly Destinations campaign series that featured a combination of travel inspiration and information. The series relied on vibrant imagery and graphics along with punchy copy to inspire wanderlust in Marriott Rewards members. The goal of the campaign was not bookings, but rather an increase in engagement (i.e. clicks)
The September email’s main section featured 6 stunning pool images from Marriott properties. Guests were encouraged to “find their happy place” by exploring the selections. Reinforcing the dream of lounging poolside, the email featured an eye-catching animated image of blue waves and a candy cane-striped life preserver dropping from the header.
The email’s second section, “Last Minute Long Weekends”, provided content that engaged, entertained and informed guests who might have only a short time for a get-away. The section’s design featured a scannable "S-curve" layout with a bright, fresh, and cohesive color palette. One of the items in this section, the Road Trip idea resonated with readers so, as a result, Marriott is considering using the theme across several channels next year.
Mailed on the Friday before Labor Day weekend, the September Destinations email with its inventive design and engaging content drove a 79% increase in clicks, achieving the campaign’s ultimate goal.