ABOUT OUR CLIENT
Marriott International is a world-renowned legacy hotel group comprising 30 brands and more than 7,000 properties across 131 countries. Marriott is well regarded for its exceptional hospitality and the strategic cultivation of its brand.
To develop strategic and on-brand press releases for Clients across the Asia Pacific region.
SUMMARY OF THE ISSUE
Marriott was looking to elevate the quality of its English communication releases in a region that had very few professional resources in this area. Its Asia Pacific communications team understood the importance of making sure each piece aligned with the company’s brand and ethos, and needed a copywriter that would be able to convey its messages accordingly.
MYL’s sales and operations teams compiled a comprehensive briefing package of the Client’s requirements and began the search for copywriters who could properly convey the Client’s individual brand messages. Included in the brief was a complete style guide for each brand, to ensure that the writer could capture the different styles.
MYL offered the Client two service streams, based on two types of work: copy origination and copy editing. Marriott chose copy origination, gaining access to a professional English copywriter through MYL, which was a more cost-effective option than hiring a full-time employee.
Key press releases from throughout the region were channelled to this copywriter, who ensured that they were on brand and met the high standards of this prestigious hotel group.