GRAND RE-OPENING GALA
In the fall of 2008, the Ogden Marriott was searching for a marketing partner to publicize the completion of a major renovation at their full-service Utah hotel and assist with planning the Grand Re-Opening Gala.
To get through the media clutter and create a "buzz" in the surrounding community, FORTHGEAR knew they would need to find a creative way to generate interest and attendance for the gala.
Draw both community and business members to the Grand Re-Opening Gala to personally experience the changes at the hotel while utilizing media publicity to inform a larger market about the renovation. Drawing a large crowd to the event was a crucial step in the hotel’s marketing plan. Marriott’s attendance goal was 300-400 people.
To help draw in the desired local interest, FORTHGEAR developed an approach to build upon the great legacy and history of the Marriott family itself. Since Marriott Founder J. Willard Marriott was born and raised in the Ogden area, the theme decided upon was "Our Roots and our Future are in Ogden." A sub theme was "J. Willard Marriott – A True Ogden Original."
The marketing campaign included an original root beer bottle (Mr. Marriott’s first business was a root beer franchise), hang tags, printed invitation and envelope, e-mail invitations, brochure/coupon, banners, posters, public relations and window graphics for the hotel’s main entrances.
Attendance goals were exceeded with over 500 attendees completing their passports (estimated overall attendance was 600); a marketable, brand image campaign allowing for sustained positioning — locally and regionally; increased publicity about the hotel (including a front-page article and pictures in the Standard Examiner, additional TV and newspaper coverage, announcements in local business journals/newspapers, etc.); and a very happy client.
"I just wanted to drop a note to express my sincere thanks for all your help in making last Thursday the success that it was. You and your team went above and beyond, under extreme time constraints, and helped us pull off a great event in first class style. The owners, Sage team members and all that I encountered that night could not have been more pleased about the event and what the hotel has become – for Ogden as well as the many team members here.
- Scott R. Sloan
General Manager, Ogden Marriott