Marriott Appoints Broadsystem to Strengthen Market Position
Marriott UK and Ireland, one of the most trusted names in hotels, has appointed customer communications specialist, Broadsystem to manage its entire direct marketing programme in a move to further build on its position within the UK and Irish markets.
Broadsystem has been tasked with the design, build and management of a bespoke CRM platform and will also be responsible for creating and managing all associated multichannel direct marketing campaigns.
Through its operation of the CRM platform, which will include customer and enquirer data, Broadsystem will be a key partner in the formulation, execution and development of the hotel's communications strategy and responsible for ensuring that the customer is at the heart of the marketing plan.
The implementation will include Alterian technology, with whom Broadsystem brokered a partnership with earlier this year. The technology will support modelling, campaign management, metric reporting and content deployment through a number of channels including email and direct mail.
Greg Dwyer, Marriott Director of Marketing,
commented:
"In line with our brand values, Marriott is committed to ensuring
that all our customer communications are consistent, relevant and
timely as possible. The new platform will allow us to further
personalise the dialogue we have with our customers, and launch our
hotel developments currently in the pipeline."
Caroline Worboys, Broadsystem CEO, added:
"Broadsystem is working closely with Marriott to create a next
generation direct marketing programme that will deliver marketing
campaigns to support the business over the next few years. This
capability will allow Marriott to further build its leading
position through challenging economic times."
