Key words taken from the Brief: I decided it would be beneficial for me to read through the brief and select quotations and segments from each section that i feel at the key most important points that i should take into consideration. I have also put the key statements into the sections they came from so i know how they are relevant.

Background:

'Forefront of the hospitality industry since 1927'

'Innovation and creativity is a guiding force of the company today'

'Putting people first, pursuing excellence, embracing change , acting with integrity and serving our world.'

'Legacy and our Future'

'#1'

'Signature Brand

'500 Locations worldwide'

'Including over 85 Hotels across Europe'

'Contemporary style and Design'

Target Audience:

'Next Generation'

'New mindset about work, life and travel'

'Younger, Knowledgeable, Sophisticated, Warm caring and genuine'

'Ambitious'

'Modern'

'Highly Tech engaged and tech enabled'

'Need a brand that can deliver true hospitality in a more relevant way'

The Creative Challenge:

'Providing reasons to travel to our European destinations throughout the year'

'Festival event, Cultural events, Concert events......'

'Inspire our audience'

'Need a brand that can deliver true hospitality in a more relevant way'

'Identify a calendar of culturally relevant events taking place across europe'

'Campaign that encourages the audience to attend these events, Staying at the marriot in the process'

'3 events Minimum'

'New Global Traveler'

Analysis:

What is the Problem/Brief/Question?

The problem seems to be that the Marriott hotel is trying to bring in more customers - A range of audience: The younger generation

What do i need to know more about?

Events/Hotels/Audience/Advertising and Promotion Techniques/Interests.

What already exists:

I must look at existing advertising and promotion techniques that i feel could be relevant to this brief and examples that could have been put into use by competitors. I have come across designs that where created by Anthony Burrill for the Hans Brinker Hotel in Amsterdam. This work has inspired me as i feel it was an innovative design technique that uses comedy to promote the hotel i feel this is a great technique in appealing to a younger audience and is something i will look into.

What are the specifications:

Materials/Functions/Client Preferences that are a fixed part of the brief:

I have decided that i should go down the technological route as the audience is the younger generation this is will be something they will be interactive with and will appeal to them more. The designs function must be to persuade and promote the hotel to the younger generation. There are only two real specifications these are colour used the design must work around the colour red and must contain the Marriott logo throughout the design. The colour red is a huge trademark for the company it would be a great idea to look at the colour psychology of red.

Research: Keys to re fare back to when researching for this brief in order to source information and inspiration:

Lateral thinking and word association:

What happens if.....?

Find the extremes from the simplest to the over the top and bizzare

Use mechanical trial and error

Lots of possibilities rather that one precious solution:

I have decided to start of my research of by looking at the company themselves if this would allow me to gain a greater understanding of what the company is about and what they stand for, this will in turn inspire my design direction as my design must be a direct relation to the company ethics and brand name.

Initial Research into the Brand/Company:

For more than 80 years, Marriott has led the way in the hospitality industry while remaining true to the principles of our founding family. Our relentless focus on innovation and action fuels the way we do business. Our proud heritage and our core values drive our passion for excellence. With nearly 3,700 properties and 17 brands in 73 countries and territories worldwide, we are opening doors of opportunity...for our guests, owners and franchisees, and associates.

Core Values & Heritage

We believe our strength is rooted in our core values: putting people first, pursuing excellence, embracing change, acting with integrity and serving our world. These values are our legacy and our future. As we pursue our vision of making Marriott the #1 hospitality company in the world, we never lose sight of our founding principles and our proud heritage. Our business is always evolving…but we’ll always stay true to who we are.

PUT PEOPLE FIRST

Around the globe, we offer our associates fair treatment, respect, and opportunities for personal and professional growth.

Marriott International, Inc., was named one of the “World’s Best Multinational Workplaces” by Great Place to Work^® Institute.

PURSUE EXCELLENCE

Marriott's reputation for superior customer service dates back to founder J. Willard Marriott's original goal for his business: good food and good service at a fair price.

“You don’t have to do anything earth-shattering to be excellent, just work hard at the small things.” – Patricia Rainey, Human Resources, Scotland

EMBRACE CHANGE

To fulfill our vision to be the #1 hospitality company in the world, Marriott continually seeks innovative and creative ways to meet the needs of customers.

“With deeply embedded core values that have enabled us to succeed for 85 years, I am looking forward to an exciting road ahead for Marriott International.” – Arne Sorenson, President and CEO of Marriott International

ACT WITH INTEGRITY

Marriott International adheres to high ethical and uncompromising legal standards in every aspect of our business, from human rights to environmental and social sustainability.

“We need to stand together to ensure that the travel and tourism

industry is always a positive force for good in the world.” – J.W. Marriott, Jr., Executive Chairman and Chairman of the Board of Marriott International

SERVE OUR WORLD

As a multinational FORTUNE 500 company, Marriott focuses on five global social issues: poverty alleviation, the environment, community workforce development, the well-being of children, and global diversity and inclusion.

At Marriott, we never stop searching for inventive ways to serve our customers, provide opportunities for our associates, and grow our business. The company that began as a nine-seat A&W root beer stand is recognized today as a top employer and for its superior business operations, which it conducts based on five core values: put people first, pursue excellence, embrace change, act with integrity, and serve our world.

Audience:
As the brief is aimed at the younger generation i decided to start of by looking at what young people are attracted to, and their interests, being a part of the younger generation this helped give me an insight into what younger people are attracted to so i decided to create a list of areas to look into:

- Festivals

- Exhibitions

- Concerts

- Premiers

- Gigs

- Clubs

- Holidays

- Parties

- Music

- Sport

- Shopping

- Travel

What does a music festival say about you?

Festivals in Europe:

This information was sourced from: http://www.festivalsearcher.com/festivalsmap.aspx

this website allowed me to find the festivals around europe and then when researching the location of the hotels i can then pair the festivals with the hotels, making sure to select