WVA helped MEC Global inject energy into the Marriott Courtyard Hotel brand. We were chosen to build on a campaign called Urbantips.
"Urbantips has surpassed all expectations for something initially viewed as a trial. It has proved so successful our global US HQ is looking to replicate it stateside. We couldn’t be happier."
Reenah Blank, Field Marketing Director
"The key to the campaign was the use of mobile which was pioneering for us as a business. It has really helped demonstrate our global shift towards connecting with consumers on the platforms they love the most – and that’s mobile."
Osama Hirzalla, VP Brand Marketing and Ecommerce
MEC Global and the Urban Tips Campaign
MEC Global is one of the world’s largest media agency networks. One of their clients, Marriott International, needed them to increase awareness for a sister brand: Marriott Courtyard Hotels.
The Instagram campaign was so successful largely down to using User Generated Content promoted by Instagram celebrities. WVA ensured that the videos replicated this by using bloggers and vloggers, who would present the videos with a similar personal and friendly touch and brought authenticity to the videos.
WVA agreed that to gain large amounts of views meant little to no branding. This way the videos would promote shareability, similar to that of a ‘hero’ video from a ‘Hero Hub Hygiene’ campaign.
The videos needed to appeal to the mass market and achieve large numbers of views. Using bloggers and vloggers opened the door to their established international audiences. Having little branding in the video catered towards mass viewings rather than niche audiences.
The videos were filmed in three Courtyard cities: Paris, Berlin and London, and needed to highlight captivating hidden gems in these cities. Wooshii’s project managers planned the filming routes and logistics, led the storyboarding and styling, and managed the video production from start to finish.
The Paris video is presented by Audrey Leighton, a blogger with over 55,000 Instagram followers. Her fashion blog BeFrassy receives several thousand monthly views.
Wooshii worked with Marta Greber for the Berlin video. She blogs about food on her quirky website, WhatShouldIEatForBreakfastToday, and has around 250,000 Instagram followers.
The London video is presented by Steve Booker, who has over 230,000 Instagram followers. His YouTube channel has more than 170,000 subscribers and around 3.5 million views combined.
As well as the full films for each location, Wooshii produced shorter versions of the videos for social media. A 30s version was produced for Facebook, and a 15s version for Instagram. For the campaign homepage, click here.