Fairfield By Marriott
Japan Launch Strategy, 2019-2020
The Challenge
Fairfield by Marriott collaborated with Sekisui House to launch fifteen hotels in unique locations across Japan, providing tourists direct access to some of the nation's hidden gems.
The Strategy
Through extensive consumer research and quantitative segmentation, 80 in-location ethnographies with actual travelers, business owners and experts fueled a compelling messaging and content strategy for both Japanese and Foreign visitors.
Under the concept of new basecamp for exploration in Japan, Fairfield by Marriott consistently offers reliable accommodation from urban to rural destinations. A comfortable place for travelers to stay close to locals, to discover new culinary experiences, untouched nature, and create new friendships nearby. All faithful to the brand global promise: “The Beauty of Simplicity”.
Project & Research Plan: I’ve led both qual and quant research and fieldwork
2. Stakeholder Interviews were conducted to identify main challenges
3. Fieldwork: Including 70 on-site interviews and ethnographies with different consumer profiles, experts and staff.
4. Target segmentation hypothesis was created based on fieldwork
5. Created detailed consumer/user profiles including pain points, motivations and more.
6. Consumer Journey Maps including identifying opportunities for the creation of brand assets to assist them on their journey.
7. Competitive Benchmarking based on the consideration list at each location
8. Created 15 unique concepts for each hotel location, based on local culture, attractions and visitor profile
9. Comms Plan: including media buys was developed based on hero assets, collateral and others.
10. Developed original brand messaging direction for the Japan launch
