My HM instructor showed this video in class, and i knew that this is to encourage freshmen considering that the class is composed of 1st year students and some are on the higher years taking the course as a career elective, first time this year, just like me.
The video could be a two-way advertisement or a PR material, either targeted to the probable employee or probable guest.
First, the ad encourages the probable employees, let’s say Hospitality graduates or soon to graduate students taking courses needed in the company such as those whose expertise is doing business transactions and the like.
Second, even if it does not directly targeting the probable guest, considering that the ad does not tell ‘you should come’… literally, but that’s what the ad really implies.
The ad gives a solution to the Maslow’s hierarchy of needs which pertains to the social aspect of a probable employee or the sense of belonging.
There are a number of statements from the video ad that justify this point, such as ‘this is the right place for me’; this is a statement from a woman who had been in the company for 15 years and the other is; ‘working with the people I love in a day-to-day basis’. A person looking for a job is also searching for a place where he could feel that this is where he belongs. A place where in the culture is incredibly that in a way could motivate him to do much better in his job every day.
The competitive advantages of Marriott that are covered in the ad: first it is a global company and no question with that. It has 3200 Hotels in over 66 countries all over the world. Second, the ad creates an image of Marriott as one family and that is very important in the hospitality industry. ‘Marriott is one family. A feeling of unity of a family is what makes people stay in the company if you’re an employee and come back if you’re a guest’, as the statement implies loyalty among employees and the repeat business is a huge factor in a successful business. Diversity on its best. First, the competitive employees all around the world with unique gifts and talents and could speak more than 50 languages contribute a lot in terms of the smooth socialization between guests and employees. Also the age factor, in Marriott employees range from teenagers to 70’s and 80’s considering that age variations means different capabilities and experiences on the job.
As I noticed the ad does not showcase any breath-taking view on luxury, famous event space, or spectacular interior designs, but it focuses on the importance of service which mainly involves the employees and it definitely tells what is special with Marriott Hotel. As this statement implies: ‘Marriott is unique that it has created an environment where people feel special in a way would do special things’, Marriott is a company which has a bunch of people who are treated not as working machines but they are developed as a person who renders service with love. This simple means that the ad is doing a promotional pull strategy. The ad is giving the probable guest an idea of what’s special about Marriott, and that is the employees. They should personally walk in one of the units and personally experience the service rendered by these people. And by the moment that the ‘probable guest’ becomes the ‘guest’, they would offer or push different amenities, special services and promos and by then the guest would personally see the interiors of what that they’re boasting as the most spectacular hotel all over the world.
The various elements that comprise the video ad are the use of dialogue, the physical features of the subjects that pertains with their nationality, the attires shows what job they have, the accent together with their expressions and gestures which made the ad natural that would even make the viewers think it is not scripted at all.
