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Brand Strategy

Fairfield By Marriott — Japan Brand Launch

Fairfield By Marriott Japan

The Challenge

Establishing fifteen new hotels across Japan's most unique destinations.

Fairfield by Marriott partnered with Sekisui House to establish fifteen hotels across Japan's unique locations, giving tourists access to hidden destinations. The project required a deep understanding of both Japanese and international traveler needs.

The Strategy

"The Beauty of Simplicity"

We combined consumer research with quantitative segmentation and over 80 in-location ethnographies with actual travelers, business owners and experts. This informed messaging for both Japanese and international visitors, positioning Fairfield as a reliable basecamp for exploration.

Methodology

A 10-step research and strategy process.

The strategy was built on a rigorous methodology: Project & Research Plan; Stakeholder Interviews; Fieldwork with 70+ on-site interviews and ethnographies; Target Segmentation Hypothesis; Detailed Consumer Profiles; Consumer Journey Maps; Competitive Benchmarking; 15 Unique Location Concepts; Communications Plan; and Brand Messaging Direction for the Japan Launch.

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