MEC Access and Marriott launch user generated content rugby campaign in the lead up to the Marriott London sevens » MEC UK

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MEC Access and Marriott launch user generated content rugby campaign in the lead up to the Marriott London sevens
17/03/2014

MEC Access, the leading partnerships and content agency launched the first phase of its activation programme for the Marriott London Sevens rugby tournament, which takes place on 10-11 May 2014, for their client Marriott Hotels International.

The campaign, entitled ‘Brilliant 7s’ and created by MEC Access, launched on 15 March 2014 on the last day of the RBS 6 Nations. It targets Generation X and Y frequent business travellers and rugby fans who blend their work, travel, hobbies and interests together, and takes the format of a social media competition asking rugby fans to define what would make their Marriott London Sevens experience more brilliant.

The competition mechanic sees rugby fans submitting ideas on how their Sevens weekend, whether they are due to attend the actual tournament or not, can be made even more brilliant and inventive. As an example, ideas might include being served by a concierge all day directly in their seats at Twickenham, or being greeted by the players on arrival, or taking a limousine to the tournament with a group of friends. The winning entry will have their idea made a reality for them at the Marriott London Sevens tournament.

To enter, fans must tweet, Instagram or vine their ideas to @MarriottUK using the hashtag #Brilliant7s. The competition will be open for a month. Further information is available at www.travelbrilliantly.co.uk/Brilliant7s

Ben Bradley, Business Director, MEC Access added: “The Brilliant 7s campaign works really well for Marriott in line with its new global positioning and strategy, enabling an audience to co-create their travel experiences. The Marriott London Sevens is the perfect opportunity for us to bring this concept to life for rugby fans and build consumer excitement as the tournament draws closer.

“The competition will enable fans to define what ‘Travel Brilliantly’ means to them in the rugby sevens space whilst also championing Marriott products, services and hosting credentials. We want fans to have the best experience possible at Twickenham, the home of England Rugby. The campaign also allows for great content to be created from the public, both through the entry process and on the event weekend itself – ensuring that everyone can see Brilliant 7s come to life.”

MEC Access also brokered the partnership between Marriot Hotels International and the Rugby Football Union in 2012. Marriott is title partner of the Marriott London Sevens and a partner to England Rugby.

MEC Access and Marriott launch user generated content rugby campaign in the lead up to the Marriott London sevens
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