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."


Notes to Editors

About the Callcredit Information Group
Callcredit Information Group brings together experts across the fields of credit referencing, marketing services, interactive solutions and consultative analytics to enable our client base of businesses and consumers to make informed decisions using our innovative products and services. The group is made up of two complementary divisions:

Marketing Solutions, providing specialist knowledge in customer analytics, consumer targeting, database building and hosting, marketing communications, business modelling and market analysis through three market leaders in their own fields: EuroDirect, Broadsystem and GMAP Consulting.

Credit Solutions, encompassing Callcredit, Legatio and DecisionMetrics - specialists in credit risk, ID verification services and tracing tools.

About Broadsystem
Broadsystem creates, manages and delivers multi-channel customer communication strategies.  It develops, hosts, and manages marketing databases and, through the intelligent analysis of marketing data, delivers and handles marketing messages through integrated multi-channel communications. Broadsystem clients include: RAF, NHS 'stop smoking support programme', Times Newspapers Limited, Sky, Lancôme, Mulberry, BBC World Service, FIVE, Vodafone, ING Direct, Wickes, TUI Group, News Group Newspapers Group, Marriott, Associated Newspapers Ltd.