RESIDENCE INN BY MARRIOTT

Residence Inn by Marriott takes “Mom of the Year” program to new heights

For five years, Residence Inn by Marriott, the leading extended stay brand, had led Mother’s Day initiatives to recognize moms for all they do. In its sixth year, the goal was to elevate the brand beyond the travel sector and go bigger and broader. LDPR secured celebrity mom La La Anthony as the perfect ambassador for this program given her appeal to many different target demographics and whose high profile enabled the brand to tap into new markets.

The agency implemented a multifaceted, tiered strategy to maximize La La as the brand’s honorary “Mom of the Year.” This included a partnership with the Greater New York Chapter of the American Red Cross to host an intimate lunch with the star and deserving moms of the American Red Cross where the moms were also treated to makeovers by GLAMSQUAD. A separate media event took place gathering writers from a cross section of categories, from celebrity publications, to lifestyle and regional press. In addition, the agency worked on the creation of La La’s Lists, a series of curated grocery delivery lists exclusive to Residence Inn featuring creative concepts for milestone occasions and a collaboration with leading family travel outlet TravelingMom to host a Twitter Party featuring La La.

Results

The campaign garnered 38.9+ million media impressions with a total PR value of more than $2 million. Results included a Fox 5 broadcast segment and top-tier media event attendees from Allure, CBS, and Cosmopolitan, among others. More than 50 placements resulted in lifestyle, regional and diverse media including Latina, OK! Weekly, USA Today, Chicago Tribune, El Diario New York, The Albany Times-Union, The Star-Ledger and more. The Twitter Party in partnership with Traveling Mom also garnered over 137 million Twitter impressions.