As the Loyalty Partner of Mumbai Indians for IPL 13, Khushnooma Kapadia voyages through Marriott Bonvoy’s strategy to make the most of association.
With an objective to leverage the presence of 120 plus hotels under its umbrella on social media, Marriott Bonvoy is pumped up to better the experience for IPL viewers. Khushnooma Kapadia, Area Director of Marketing, South Asia, Marriott International Inc. sheds light on the company’s plans to connect more members and create Marriott Bonvoy Moments with them.
What was the insight behind your association with Mumbai Indians?
We see great synergy coming through this association, including a host of exciting Marriott Bonvoy Moments that are set to elevate the cricketing experience for our guests. This is the first time we will be introducing money-can’t-buy experiences in India through our Marriott Bonvoy Moments experiential platform taking our guests to the heart of the action and even closer to their sporting idols.
What does the overall marketing plan for the season look like? What kind of a role will social media play?
Our marketing plan is a mix of offline & online activations. Our very first digital/virtual arena will allow our Marriott Bonvoy members & Mumbai Indians fans to experience a stadium-like experience, digitally.
We will also be leveraging the power of our hotels’ social media pages. We currently have 123 hotels in India and those many pages. So, all in all, our marketing will include offline advertisements, online native ads, social media activations, and much more.
Please take us through your media mix. How much percent of it is reserved for digital?
Our media mix is a 50:50, where 50% is reserved for digital. As the league proceeds, we might relook at investments but at the moment it is at 50:50.
It is certainly a different scenario than we had imagined for our first year of the partnership but there is a lot that one can achieve digitally.
Take us through your marketing strategy. Any campaigns or activities lined up to support your partnership?
Our core idea for this year is around our Marriott Bonvoy Moments. As Loyalty Partner for the team, the Marriott Bonvoy logo will feature on the upper right side-chest of the Mumbai Indians jersey. Marriott Bonvoy members will be able to redeem their points for exclusive Marriott Bonvoy Moments that bring them close to the cricket action and players that make it happen. All our marketing activities will be tuned around Your Moment is Here.