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