Marriott International, Inc. France PR Strategy

Raise Profile Through Local Engagement

Kelly Berry, Kyle Mitchell, Joanie Burkhardt, Wyatt Rogowski, Amanda Leeman & Aurélia Villeret

To raise Marriott’s profile in France through P.R. efforts

Staying true to foundation Marriott has already set with it’s “Spirit to Serve”

Site visits with ◦ French Professors

Lois Vines Dominique Duvert

◦ Webinar Basic PR trends & strategies

◦ Public Relations Professionals Suzanne Billet, Quinn & Co. Morgan Painvin, Quinn & Co. Angela Krile, Cochran Group

Food is a large aspect of French culture.

The economy is in a recession and Marriott needs a PR strategy that is applicable in this economic climate.

Marriott needs to become more involved in the French community.

The Salon International de l’Agriculture

Huge annual event in Paris that showcases agriculture & green technology.

Networking opportunity which consists of 2 sectors:◦ Breeding, Genetics and

Regional Products◦ Production, Agriculture and

Environment

◦ Opportunity to share Marriott’s Green Technology as well as learn from other companies.

◦ Opportunity to reach large & diverse population at one event. Over 600,000 visitors each year 1,000 exhibitors reprehensive of 22 regions in

France & 17 countries. Unrivaled media coverage Wide-Range of Attendants: Rural Farmers,

Parisians, Politicians, Industry Professionals, Domestic & International Spectators

Agri Confiance◦ French Agricultural Co-Op

Program for Sustainability

Arval Construction◦ Construction Company that offers new architectural and technical solutions.

Rothelec◦ French Eco-Power & Solar

Energy Corporation.

Opportunity to be the first lodging exhibitor involved

Raise awareness of Marriott’s “Green” efforts in a educational (not arrogant) manner

The Chance to Inform & Learn

The educational & community involvement aspects fit under Marriott’s Spirit to Serve

Short Term:◦ Raise Marriott’s visibility at a high-volume event

◦ Show the Public that Marriott is involved in the French community

Long Term:◦ Facilitates future relationships/partnerships with

rural farmers and/or sustainable French corporations.

◦ Opportunity to learn about what other companies are doing to reach sustainability and potentially implement these strategies to Marriott’s practices.

If Marriott’s resources permit…

◦ Contest/Giveaways can be run at the exhibit in order to establish an email database. The database will serve as an online marketing tool.

◦ Educational materials can be passed out to inform attendants of Marriott’s CSR initiatives, as well as what they can do to serve their community.

◦ Build relationship with exhibiting rural farmers by offering discounted rooms during the week of the event at the Courtyard Paris Neuilly.