Marriott’s Great America

200-acre theme park in Santa Clara

MGA/March of Dimes

Family hospitality company

Squeaky clean image

Alignment of Marketing Objectives

Marriott’s Great America

• Create publicity to motivate a record-breaking attendance

• Successfully open largest project to date in Marriott Corporation’s history

Alignment of Marketing Objectives

March of Dimes

• Increase overall donations from their pledge walks

• Have the donations brought in by a funding deadline.

Cause Marketing Plan

• 67 Cities• Co-branded Marketing Materials• Contests to win trip to MGA• Simultaneous execution of events • Co-produced Media Promotion• Bug Bunny Media Tour

Marriott’s Great America

Goal ResultGenerate publicity to motivate a record-breaking attendance

Hundreds of thousands of $$ in free publicity

20 X coverage vs. costs

Successfully open largest project in Marriott Corporation’s history

2.2 MM Record-breaking opening of theme park

March of Dimes

Goal Result

Increase overall donations from their pledge walks

$2,500,000 in donations

40% increase in donations

Have the donations brought in by a funding deadline.

Donations in by budget deadline

“Most successful fundraising relationship

in the history of Chapters West”

Jean A. Dargis, Director