GLOBAL UPDATE

WE ' RE M "' K I NG�EL MORE BRILLIANT . ONE IDEA AT A TIME .

OUR IDEA :

� .!.. �� !!. -

IWORK & PLAY ]

YOUR IDEA : ��� .. 2 . �BAR

THROUGH ITS FIRST SIX WEEKS .

Marriott Hotels is in the midst oftweaking its brand identity , and a central component ofthe accompanying " Travel Brilliantly " marketing campaign is a dedicated crowdsourcing website , Travel Brilliantly . com .

AtTraveIBriliiantly . com , Marriott invites users to submit and vote on ideas across six categories with the aim of improving the travel experience . The goal of the site is twofold , says Mara Hannula , Marriott ' s vice president of marketing . First , the brand is hoping to generate some genuinely creative concepts that may one day make it into hotels . Five winners receive prizes each month for the best submissions . " We realized it would be an interesting and engaging way to allow our guests into the conversation ," she says . Facebook integration further encourages the dialogue .

Second , the site serves as an unobtrusive vehicle to promote the brand ' s own innovations and modernization plans , such as mobile check-in , next-generation meeting spaces and contemporary guestroom design . " Customers wantto see that we have a vision forthe brand ," Hannula says . " We ' re in the process of rolling it out , and they understand that ittakes a period of time to complete physical changes in the hoteL "

Public participation has surpassed the brand ' s expectations , with the site logging nearly half a million visits through its first six weeks . The strong traffic can be attributed in partto the decision to redirect the vanity URL to a subdomain underthe flagship Marriott . com , says Katie Krum , director of eCommerce for Marriott Hotels .

So what do consumers believe would help them travel more brilliantly ? Music and shade , apparently . Zoned speakers throughout the guestroom and poolside sunshades that double as solar-powered device chargers were the most popular ideas through the first round of voting . " There have been some ideas that are really out ofthe box , and that ' s why we ' re doing this ," Krum says . " These are real people on the site who are really committed to sharing their ideas . I ' ve been thrilled with that ."

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