I’ve been pretty heavy on writing about search engine marketing recently so I thought I’d switch it up a bit and do a small feature on a print advertising method used by Marriott Hotels that I found to be unique. The ad is actually highlighting Residence Inn’s Chicago hotel which is part of the Marriott Hotel chain.
If it’s possible to transform the trend of Local Advertising from search engine marketing into a print advertising format, Marriott has come pretty close. I see a lot of their advertising in many of the business and finance magazines I read, but this one stuck out.
As you can see below, the typical advertisement is on the left followed by a very useful insert that can easily be removed. It’s a perforated piece that has a map of the Magnificent Mile area in Chicago with icons pointing towards destinations they’re highlighting – including the Residence Inn Marriott Chicago Hotel.
The back of the insert has the destinations’ descriptions as well as address, phone number, and relevant date information. It’s a well rounded list of Arts, Entertainment, Sightseeing, Food & Wine, and Sports attractions that would appeal to any visitor to that Chicago area.
I thought Marriott did a nice job with this. I’m sure since I’m in the Midwest my insert focused on Chicago. Other areas of the country probably saw destination information for major cities in their geographical area – or at least I hope that is the way Marriott did it.
Given the fact dates are included for events in the near future says that they’re going after leisure and business travelers planning a trip to Chicago in the next few months. They’ve also highlighted the LaSalle Bank Marathon which draws close to a million spectators. Not a bad target market if you have a hotel in that area!
Too bad they aren’t running paid search ads on the keyword “LaSalle Bank Marathon”!! They’d have no competition as no one is running ads on that term right now. It probably would get the same conversion rates at a much lower costs that the print ad spot.
But, I’m a huge fan of Marriott Hotels and don’t want to take away from what I think is a decent print ad campaign. The insert stuck out, forced readers to look at it, and provided very useful information for people heading to Chicago in the near future.