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Marriott Hotels asks fans how their weekend can be made brilliant through its #Brilliant7s rugby activation

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By Ishbel Macleod | PR and social media consultant

March 17, 2014 | 2 min read

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The Marriott London Sevens rugby tournament is being promoted by a campaign asking rugby fans to define what would make their Marriott London Sevens experience more brilliant.

The campaign, entitled ‘Brilliant 7s’ and created by MEC Access, urges members of the public to suggest ideas - such as being served by a concierge all day directly in their seats at Twickenham, or being greeted by the players on arrival – through Twitter, Instagram or Vine, for the chance to have their idea made a reality for them.

Looking to build upon the ‘travel brilliantly’ brand positioning of the Marriott Hotel, the campaign looks to target both business travellers and rugby fans.

Ben Bradley, business director at MEC Access, said: “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.”

Open for a month, participants should tweet their ideas to @MarriottUK , using hashtag #Brilliant7s.

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