Marriott?s M Live opens in Asia Pacific
Marriott International opens its M Live Asia Pacific real-time marketing and brand newsroom Command Center in Hong Kong, which becomes the company?s ?epicentre of real-time marketing? to customers in the region.
Marriott first unveiled the M Live concept at its US headquarters in Bethesda, Maryland, earlier this year with plans for a global network.
The studio brings together all marketing disciplines to track conversations, trends, global performance, marketing campaign performance and brand reputation on social media, while also proactively creating original content based on what is trending or anticipated to trend on social media.
With full-time staff able to monitor data displayed on multiple screens within the M Live Asia Pacific real-time marketing and brand newsroom Command Center, Marriott will says it will ?authentically engage customers as relevant social conversations trend?.
In addition to responding to social conversations, M Live has created a calendar of topics expected to trend, such as Chinese New Year, the Seoul Marathon, the Rugby Sevens in Hong Kong, and the India Premier Cricket League.
By anticipating what will trend, Marriott says M Live is able to strategically plan its creative and content strategy with the other marketing and brand disciplines within Marriott International.
?The changing consumer is at the centre of everything we do at Marriott,? said Anka Twum-Baah, vice president, customer loyalty and content, Asia Pacific at Marriott International.
?M Live is another example of how we are putting our marketing in the context of next generation travellers? lives that is immediate, relevant and authentic. With the opening of the Hong Kong M Live studio and the building out of a network, M Live will help make our new approach to marketing become truly global.?
Marriott says M Live allows the company to not only seize more chances to engage with consumers quickly, but also identify opportunities by brand, by discipline, by market and by channel to ?create memorable and shareable experiences.?