The Challenge
Marriott set out to do something new: bring Bangkok locals, not just hotel guests, into their culinary world. With a multi-brand food market in the works, the pressure was on. They had less than 6 weeks to get it right.
They needed an entire digital infrastructure built from scratch, a full-funnel ad strategy, and real attendance on event day. Past events had struggled with cost-efficiency, conversion, and scale.
There was no time for bloated timelines or missed opportunities.
The Situation
The event was ambitious: a 3-day culinary showcase featuring all 19 Marriott hotel brands in Bangkok. But with no website in place, no campaign assets prepared, and no proven lead strategy, the starting line was clear and fast approaching.
Challenges included:
- Tight timeline: Campaign planning to event launch in under 6 weeks.
- Audience focus: Local Bangkok residents, not tourists or just hotel guests.
- Conversion: Getting leads was one thing, showing up was another.
The Breakthrough
We turned speed into structure. In just a few days, we helped Marriott go live with a high-converting site, ad creative, email flows, and a full paid media rollout.
Facebook & Instagram were used to generate mass awareness and mid-funnel engagement with a cost of just $4.75 per 1000 people reached.
Email automation nurtured prospects over 4 weeks with dynamic content and social proof.
Creative strategy focused on food-forward visuals, family-friendly messaging, and urgency triggers tied to vendor features and daily highlights.
With just 2.64 average touchpoints per user, the campaigns were lean, direct, and efficient.
The Takeaways
Speed is worthless without clarity. Clear priorities, quick creative approvals, and strong stakeholder alignment made fast execution possible.
Email extends paid media. Nurturing flows turned clicks into confirmed interest and increased onsite turnout.
Our results beat expectations. Performance led Marriott to green light two more events before year-end.
