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VACATION CLUB Powered By Docstoc

              Whitney Gillis
            November 2009
  Advertising Concept and Copywriting
About Marriott Timeshares

       When you purchase a timeshare from Marriott you receive spacious villa accommoda-
tions in some of the worlds most popular and exotic locations. You also receive the flexibility of
enjoying those accommodations how, when and where you want.
       You can stay in the same resort each year or never stay in the same location twice. Mar-
riott Vacation Club Resorts are countrywide as well as 75 international with locations including
Thailand, Spain, Aruba, The U.S Virgin Islands, France and more.      Resorts are located at a
variety of climates including beach side, ski and mountain, golf and spa, and themed entertain-
ment resorts. Buy as many weeks as you want at your ‘home’ resort and exchange time with
other Marriott timeshare owners in different locations.
       Once you buy one week or more a year with Marriott Vacation Club International, it lasts
a lifetime and can be passed down to children who then will simply take over the annual due
and continue to benefit from your investment.

                                                                      VACATION CLUB
Mission Statement, Goals and Objectives

       Marriott Vacation Club is the recognized worldwide leader in vacation ownership with
a program highly known for its quality and unique flexibility. In 1984, Marriott became the first
branded hospitality company by nearly a decade to enter the timeshare industry. Marriott Va-
cation Club continues to expand with a diverse portfolio of nearly 9,800 timeshare resort villas
throughout the U.S., Caribbean, Europe and Asia. Today, more than 360,000 vacation owners
around the globe own their vacations “the Marriott way,” offering options to exchange weeks
with priority within the Marriott Vacation Club portfolio or within Interval International’s global
system of more than 2,300 resorts in over 75 countries, trade their week or weeks for Marriott
Rewards points, or rent their weeks.

Villas range from studio to one-, two- and three-bedroom floor plans with 900 to 2,095 square
feet. Designer decors and architectural accents reflect the ambiance of the destination through-
out the spacious villas. Each typical villa includes a fully-equipped kitchen with granite counter-
tops and stainless steel appliances, spacious living and dining areas, the Marriott Revive bed-
ding package, multiple televisions and DVD players, private balcony or patio, washer and dryer
and Wi-Fi Internet accessibility.

Not only do they care about our owners, but as a division of Marriott International, Marriott Vaca-
tion Club embraces a “Spirit to Serve” philosophy. They believe it’s important to do their part to
make a difference in the lives of others, whether it is associates, customers, business partners
or neighbors.

All Marriott associates around the world are active in the communities where they live and work.
Their efforts include partnerships with the Red Cross and Red Crescent Societies,

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Mission Statement, Goals and Objectives Continue

Children’s Miracle Network, Habitat for Humanity International, America’s Second Harvest and
the United Way.
       Marriott Vacation Club believes that leveraging diversity makes great business sense and
practices in the following four specific arenas:
Supplier Diversity
Customer Diversity
Diversity Awareness and Education
Workforce Diversity
Marriott International, Our Parent Company
Marriott Vacation Club International is a division of Marriott International, Inc., a leading world-
wide hospitality company with operations in the United States and 68 other countries and terri-
tories. Marriott’s common stock is listed on the New York Stock Exchange and other U.S. ex-
changes. In 2007, system-wide sales were $13 billion.
Marriott International Inc. is headquartered in Washington, D.C., and has approximately 151,000

                                                                         VACATION CLUB
       From the day J. Willard Marriott and wife Alice first opened a root beer stand on May 20,
1927, the same quality and customer-focus have been trademarks of the company, Marriott.
Prior to its entrance into the timeshare arena, Marriott studied the industry very carefully. In lis-
tening closely to the shared experiences of existing Owners, it became clear that the timeshare
concept had great potential, but was often poorly executed.
By applying its integrity and customer care to the timeshare industry, Marriott demonstrated that
a respected hospitality company could be successful in this area without diminishing its brand
image. As a natural extension of Marriott’s core lodging business, its vacation ownership offering
became an endorser product that actually enhanced owners and guest’s perception of the com-
pany and created unprecedented customer loyalty.
Today, it is the industry’s recognized worldwide leader and standard for quality, Marriott Vacation
Club International is more focused than ever on providing unforgettable vacation and relaxing
experiences for its owners and their families.
Marriott Ownership Resorts, Inc. is established with the purchase of American Resorts and its
184 villas on Hilton Head Island, South Carolina. Leveraging the company’s hospitality, develop-
ment and management expertise, Marriott becomes the first major branded hospitality company
to enter the timeshare industry and remains so for nearly a decade.
Marriott makes its first major innovations to traditional timeshare by introducing the floating time
and floating unit concepts. For the first time, Owners have the flexibility to stay at their home re-
sort during different times within an overall season instead of a fixed week and unit each year.
Marriott’s Honored Guest Awards—the leader of today’s award-winning Marriott Rewards pro-
gram—is introduced as an additional usage option. Now Marriott vacation Owners are eligible to
trade their weeks for points that are redeemable for worldwide hotels and travel through Marriott.

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History Continue
Marriott Ownership Resorts, Inc. continues to transform the industry with the opening of Mar-
riott’s Sabal Palms in Orlando, Florida, adjacent to the popular Orlando World Center Marriott.
Creating a compatible campus, the vacation ownership resort represents the first-ever of its kind
built from the ground up on shared grounds with a full-service hotel. This extraordinary arrange-
ment not only benefits owners but also becomes a model for future industry developments.
Following the resort’s immediate success, planning begins for a second resort on the property,
Marriott’s Royal Palms, which begins construction the next year.
Expansion into the international market begins with the opening of Marriott’s Paradise Island
Beach Club in Nassau, Bahamas. Marriott begins an exchange partnership with Interval Interna-
tional allowing owners to trade weeks at their home resort for access to other resort destinations
Still the only major branded vacation ownership company, Marriott is by now well established
as the leader and innovator in the industry and continues to pioneer the way for future branded
hospitality and vacation companies.
Marriott Ownership Resorts, Inc. now has over 50,000 owners and more than 19 resorts in three
countries, representing the most diverse and complete collection of vacation ownership destina-
tion properties. As the company continues to expand its diverse portfolio, Marriott owners enjoy
the growing choices for priority exchanges to other quality Marriott resorts, now through Interval
Responding to the popularity of its first mountain ownership resort in Colorado, Marriott opens

                                                                      VACATION CLUB
History Continue
its Mountain Valley Lodge in Breckenridge and Marriott’s Summit Watch in Park City, Utah.
Marriott’s Manor Club at Ford’s Colony provides elegant quarters for Owners to experience Co-
lonial Williamsburg in Virginia, adding a unique and historic family destination to the company’s
steadily-growing resort portfolio.
Marriott continues to innovate traditional timeshare by introducing the concept of floating check-
in. Beginning at Marriott’s Grande Ocean on Hilton Head Island, Owners now enjoy the choice
each year of checking in and out on a Friday, Saturday or Sunday, providing an even greater
degree of flexibility.
Marriott Ownership Resorts, Inc. begins doing business as Marriott Vacation Club International.
The move reflects the company’s evolution from a real estate development and sales focus to
overall vacation experiences.
Marriott pioneers the first successful integrated property with the opening of Marriott’s Kauai
Beach Club, in conjunction with the Kauai Marriott Resort.
Sales begin at Marriott Vacation Club International’s first European resort, Marriott’s Marbella
Beach Resort in Spain.
The Faldo Golf Institute by Marriott is introduced in conjunction with PGA champion Nick Faldo.
The first location opens on-site at Marriott’s Grande Vista in Orlando, Fla., providing personal-
ized and professional golf instruction for vacation Owners and guests.
In an unprecedented arrangement, Marriott Vacation Club International is entrusted with a na-
tional treasure, Boston’s 150 year-old Custom House. Following a meticulous multi-million-dollar
renovation, the city’s historic architectural icon reopens as Marriott’s Custom House, becoming
the first-ever branded metropolitan ownership property of its kind.

                                                                      VACATION CLUB
History Continue
Marriott continues to expand its balanced resort selection of diverse vacation destinations with
the exotic island addition of Marriott’s Aruba Ocean Club at the Aruba Marriott Resort & Stellaris
Casino in desirable Palm Beach.
Marriott Vacation Club International welcomes its 100,000th owner family.
Similar to its successful segmentation of the lodging industry pioneered in the 1980’s, Marriott
segments the vacation ownership industry with the introduction of two new brands.
The Ritz-Carlton Club is introduced to satisfy the need for a luxury private membership product
to be used much like a second home with members purchasing fractions of the year in exclusive
destinations around the world. The first two resorts are announced in Aspen Highlands, Colo-
rado and St. Thomas, U.S. Virgin Islands.
Marriott Vacation Club International expands its spa offerings for owners with dedicated full-
service spas on two coasts at Marriott’s Newport Coast Villas in Newport Beach, Calif. and Mar-
riott’s Barony Beach on Hilton Head Island, S.C.
Marriott Grand Residence Club is created for those who desire the benefits of a second home
with the amenities and services of a fine hotel. The first property breaks ground in South Lake
Tahoe alongside Marriott’s Timber Lodge. Together, the two properties represent Marriott Inter-
national’s first presence in the Lake Tahoe area.
Marriott Vacation Club International announces its first resort in Asia — Marriott’s Phuket Beach
Club in Thailand.
Marriott Vacation Club International welcomes its 200,000th owner family and achieves over $4
billion in cumulative contract sales since 1984.

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History Continue
Marriott is the Official Lodging Supplier of the 2002 Winter Olympic Games in Salt Lake City,
Utah. Vacation Owners at Marriott’s MountainSide in Park City enjoy a once-in-a-lifetime experi-
ence as firsthand spectators of the snowboarding and giant slalom events.
International expansion continues with the announcement of vacation and fractional ownership
properties in Paris and London respectively.
Opening of two more resorts in Hawaii, Marriott’s Waiohai Beach Club and Marriott’s Ko Olina
Beach Club, bringing Marriott Vacation Club International’s to four on the islands.
In May, Marriott Vacation Club International is named the country’s Best Sales Organization at
the inaugural American Business Awards. Hailed as “the business world’s own Oscars” by the
New York Post (September 22, 2002), The American Business Awards’ StevieTM is the first
national, all-encompassing business awards program honoring great performances in the work-
European expansion plans progress, as Marriott Vacation Club International opens Marriott’s Vil-
lage d’Ile-de-France at the Disneyland Resort Paris. Marriott Grand Residence Club introduces
its second property for the brand, 47 Park Street, by Marriott Grand Residence Club in London’s
posh Mayfair district.
A first for the division and The Ritz-Carlton Hotel Company, a private residential golf community
is developed in Jupiter, Fla. offering two whole ownership real estate options, fractional owner-
ship Club Homes, golf memberships for the Jack Nicklaus Signature Golf Course, and spa/so-
cial memberships for the enjoyment of The Ritz-Carlton Spa and community clubhouse.
Marriott Vacation Club International celebrates 20 years in the vacation ownership industry with
the announcement of several new resorts.

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History Continue
In January Marriott Vacation Club International makes its first venture into Arizona with the
opening of Marriott’s Canyon Villas at Desert Ridge in Phoenix. The property is part of a 5,700-
acre master planned community, including the 950-room JW Marriott Desert Ridge Resort &
Summer brings two openings for Marriott Vacation Club International: the first Marriott Vacation
Club International resort in Myrtle Beach, S.C. – Marriott’s OceanWatch Villas at Grande Dunes
– and the second property in Aruba, Marriott’s Aruba Surf Club.
Marriott Vacation Club International begins sales in Las Vegas for Marriott’s Grand Chateau in
During the month of August, Marriott Vacation Club International reaches $1 billion in contract
sales – six months ahead of last year’s record.
2004 concludes with the ninth consecutive year of an average of 20-plus percent growth and
record breaking annual contract sales of 1.46 billion.
In May, Marriott Vacation Club International breaks ground on its 46th timeshare resort, Mar-
riott’s Frenchman’s Cove. It is the first Marriott Vacation Club International resort located in the
Marriott Vacation Club International announces the opening of Marriott’s SurfWatch in June.
This marks Marriott Vacation Club International’s eighth resort on Hilton Head Island.
July brings an evolution of the Marriott Grand Residence Club brand. Now known as Grand
Residences by Marriott, it focuses on providing innovative second home options through frac-
tional real estate offerings and select whole ownership opportunities. Designed for regional
second home destinations, Grand Residences by Marriott is dedicated to providing carefree
property ownership through Marriott management expertise.
In late September, Marriott’s Grand Chateau opens in Las Vegas – the first Marriott Vacation
Club International resort in Nevada.
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History Continue
The Ritz-Carlton Club adds two urban destinations in November with the announcement of The
Ritz-Carlton Club and Residences, San Francisco, as well as The Ritz-Carlton Club and Resi-
dences, South Beach.
Year end 2005 brought Marriott Vacation Club International a new industry record of over $1.5
billion in contract sales.
In March, The Ritz-Carlton Club, Lake Tahoe is announced as part of a mixed-use property.
March also brought the announcement of The Ritz-Carlton Club, Kapalua Bay, a part of the
larger development, Kapalua Bay, in West Maui.
Marriott Vacation Club International announces the start of sales in June for its 45th resort, Mar-
riott’s St. Kitts Beach Club. The resort will be located on property with the AAA Four Diamond –
St. Kitts Marriott Resort & The Royal Beach Casino.
In June, Marriott Vacation Club International is named “Best Sales Organization” for a second
time by the American Business Awards. Hailed as “the business world’s own Oscars,” The
American Business Awards’ Stevie is the first national, all-encompassing business awards pro-
gram honoring positive contributions in the workplace.
In July, Marriott Vacation Club International announces the opening of the Asia Pacific Regional
office in Singapore and the roll-out of a points-based program tailored to Asian customers. Mar-
riott’s Grand Chateau, Marriott’s Ko Olina Beach Club and Marriott’s Phuket Beach Club will
offer inventory in the points-based program.
Marriott Grand Residence Club evolves to reflect the new brand name Grand Residences by
Marriott in October. In October, the division announces development plans for Kauai Lagoons on
the island of Kauai. Marking the first collaboration between Marriott Vacation Club International
and The Ritz-Carlton Hotel Company, LLC, the collection will include Ritz-Carlton managed,
private ownership condominiums and townhomes; bungalows and condominiums managed by
Grand Residences by Marriott; Ritz-Carlton
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History Continue
Club deeded, fractional ownership residences; Marriott Vacation Club timeshare villas; and es-
tate home lots.
Marriott Vacation Club International concludes the year with over 330,000 owners and achieves
over $10 billion in cumulative contract sales since 1984.
Marriott Vacation Club International begins referring to core timeshare brand as Marriott Vaca-
tion Club.
In January, Marriott Vacation Club announces the opening of its first resort in the West Indies on
the island of St. Kitts – Marriott’s St. Kitts Beach Club.
In late February, Marriott’s Frenchman’s Cove opens on St. Thomas in the Virgin Islands – Mar-
riott Vacation Club’s first timeshare resort on St. Thomas.
Marriott Ownership Resorts, Inc. announces the start of sales in June for Marriott’s Crystal
Shores on Marco Island.
In July, Marriott Vacation Club International is named the country’s “Best Customer Service
Organization” by the American Business Awards. Hailed as “the business world’s own Oscars,”
The American Business Awards’ Stevie is the first national, all-encompassing business awards
program honoring positive contributions in the workplace.

                                                                      VACATION CLUB

The Starwood Advantage
In the fast-growing segment of vacation ownership, Starwood Vacation Ownership is setting the
benchmark, consistently producing quality products in some of the world’s most sought-after
destinations. Our focused vision has established a strong foundation for growth and future suc-
Starwood Vacation Ownership is one of the premier developers and operators of high-quality
vacation ownership resorts. The company is a wholly-owned subsidiary of Starwood Hotels and
Resorts Worldwide. Currently operates vacation ownership resorts under the Westin, Sheraton
and St. Regis brands in some of the world’s most desirable destinations including Hawai’i, Colo-
rado and the Caribbean.
The company is headquartered in Orlando, Florida and has 18 resorts and more than 4,300

Wyndham Worldwide
This is one of the world’s largest hospitality companies across six continents. We offer individual
consumers and business customers a broad array of hospitality products and services as well
as various accommodation alternatives and price ranges through our premier portfolio of world-
renowned brands.
This vacation ownership business is measured by the number of vacation ownership resorts,
units and interests. Wyndham Vacation Ownership includes marketing and sales of vacation
ownership interests, consumer financing in conjunction with the purchase of vacation ownership
interests, property management services to property owners’ associations, and development
and acquisition of vacation ownership resorts.

                                                                      VACATION CLUB
Past IMC

Advertising, promotions strategies and tactics

       Marriott Vacation Club International’s past advertising consisted of Television spots, radio
spots and direct mail but found that the only true effective advertising was direct mail. Television
and radio were cut from the budget after market research showed how ineffective they were.
       In 1992 began focusing on a mail piece that would intrigue consumers to open up and
make a phone call for more information or take advantage of their promotion. Their direct mailer
piece from 2000 for the Shadow Ridge Vacation Club Resort located in Palm Desert, CA is
found on the next page. This brochure was packaged along with the offer letter that introduced
their promotion. The brochure is a little old school in design. It has some photos highlighting the
desert and resort using a tag of ‘Explore the Desert Indulge in the Oasis’. Faded palm trees in
the background create flow and consistency as the customer flips from one page to the next and
the copy tells about the resort and area. Overall the design and photos are a little bland.
       The offer letter that is coupled with the brochure introduces a great promotion to take
advantage of. They offer four days three nights stay at their premier vacation club for less than
$200 and $100 Marriott gift card redeemable for dining, golf, spa services or shopping. The
letter also highlights activities at the resort and within the community. Typically the letter would
have the residents name at the top personalizing it to who it was directed to which is not includ-
ed on the example included.
       The envelope used is simple with the resort name with a few small pictures. A lot of
money was later budgeted into the envelope but at this point MCVI felt what was inside was
more important that the outside, a view that changed and you will see when compared to their
present advertising.

                                                                        VACATION CLUB
Past IMC

           Explore the Desert. Indulge in the Oasis.

                                                                                                                 Marriott Vacation Services 3130 S. Harbor Blvd., Ste. 150, Santa Ana, CA 92704

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                                                                                                                                                                                                                                       Explore the Desert. Indulge in the Oasis.
                                                        Just call 800-887-1135 to reserve your travel dates. It’s that easy
                                                            to visit one of the world’s premier vacation destinations.
                                                       For more information, visit or e-mail
                                                        Marriott’s Shadow Ridge 9000 Shadow Ridge Road, Palm Desert, CA 92211
Present IMC

Advertising, promotions strategies and tactics

       Marriott Vacation Club International’s current direct mail piece has evolved significantly
since 2000. In depth market research helped determine how to best advertise and appeal to
the selected market. The first thing marketers did was research what made people think and
feel luxury. They studied how items like Mercedes Benz affected consumer habits and found
that black and white photos created a feeling of quality and extravagance. They also found that
vibrant photos rather than copy drew people in. You can see how MVCI implemented this strat-
egy from the previous brochure. This one is much more photo oriented. They take you from a
black and white picture to a vibrant and stunning photo. They also found that contrasting col-
ors and specific types of paper were appealing to consumers. A spot UV varnish was used on
these brochures to make the photos pop, shine and add to that feeling of luxury. The brochure
highlights what differentiates the Shadow Ridge Resort from competitors telling the reader about
its features as well as the community. They put the consumer in place of the vacation, which
adds to the appeal.
       The offer letter coupled with this brochure is used to create imagery. The promotion has
not changed since 2000 but has still proved effective in bringing vacationers to the resort. The
personalized heading from the offer letter was removed because of a budget cut. It was a hard
decision to make since MVCI loved personalizing the letters but it was very expensive to do and
was the first thing to go.
       A lot of changes have been made to the envelope. MVCI decided that the first impres-
sion the envelope gives determines whether or not the consumer will open it. Response per-
centage increases significantly once the envelope is opened which is why such a large

                                                                       VACATION CLUB
Present IMC Continued

budget was devoted to its printing. MVCI used a large picture taking up the entire front using
an artistic look with the black and white photo. They also used the same spot UV coating to
make it pop and look expensive.
       Along with their print advertising, they heavily rely on their website. Here they are also
very photo oriented where each page has a photo area with revolving pictures of beautiful
landscapes featured at each of their resorts. They give a lot more in depth information here and
explain why a customer should buy a timeshare. They direct visitors at their website to call the
call center where sales representatives are available to give them more information and set up
an appointment to see a resort and receive their sales promotion.
              Advertising is also currently presented during tours of the resort and includes a
short video and a packet of information. The video features a birds eye view of the resort and
highlights the main treasures they have to offer. This is the ultimate example of using pictures to
portray what the vacationers next trip could be like.
The packet has the same information as found on the website and like the brochure is mainly
photo oriented with little copy. Following the present advertising brochure in this book in you will
find an example of an offer letter that would be given during the tour.
Sales representatives are also a great source to help spread the word in the communities their
resorts are located. For example if there is a street fair going on in Palm Desert, you are sure
to find a Marriott Vacation Club Shadow Ridge sales representative there to book tours of the re-
sort. Following the tour offer letter is a flyer that would be handed out by sales representatives.
These representatives do a lot of their advertising at events, and would give this flyer to anyone
who stopped to listen. This flyer has a huge picture to draw in attention and it has a summary of
the brochure and offer letter combined on it. This is so that if at that moment they are not inter-
ested, that can think about it the flyer and hopefully grow a desire to take a deeper look.

                                                                          VACATION CLUB
Present IMC

                                                                                  3130 S. Harbor Blvd., Ste. 150, Santa Ana, CA 92704
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                                                                                                                                        R E S O RT
                                                                                                                                        As you would suspect, golf and our resort-style pools are
                                                                                                                                        not the only distractions. Shadow Ridge is filled with
                                                                                                                                        amazing amenities to make your stay more comforting.                                                                       Just call 800-887-1135 to reserve your travel dates. It’s that easy
                                                                                                                                        Take pleasure in four lighted tennis courts, jogging on                                                                        to visit one of the world’s premier vacation destinations.
                                                                                                                                        beautiful nature trails, and a state of the art fitness
                                                                                                                                        center. Plus, you will find our very own “Funtivities                                             For more information, visit or e-mail
                                                                                                                                        Center” – stocked full of activities for kids of all ages.
                                                                                                                                        Completing the on-site amenities are Nick Faldo’s Bar
                                                                                                                                        and Grill, the Pool Bar and Grill and our owners’
                                                                                                                                        favorite convenience store, the MarketPlace.
                                                                                                                                                                                                                                                                  Marriott’s Shadow Ridge 9000 Shadow Ridge Road, Palm Desert, CA 92211
                                                                                                                                                                                                                                     This offering is made only in compliance with the law of the jurisdiction in which the project is located. A fact sheet on facilities
                                                                                                                                                                                                                                     including association assessments is available upon request. Any names and addresses acquired will be used for the purpose of
                                                                                                                                                                                                                                     soliciting the sale of vacation time-sharing plans. Marriott Ownership Resorts, Inc. is the developer. SR-07-069/07-2479.
                                                                                                                                                                        Features, furnishings and amenities are subject to change.                 THIS ADVERTISING MATERIAL IS BEING USED FOR THE PURPOSE OF SOLICITING
                                                                                                                                                                                                                                                                      THE SALE OF TIME-SHARE PERIODS.                                                                        EQUAL HOUSING
Effect of sales due to advertising promotion

       Penetration grew from .16 with their 2000 advertising to .21 with their current advertis-
ing. When you are mailing out 600,000 pieces this increase is pretty decent. Revenue went
from 10,450,000 in 2000 to now at 13,188,000. This shows that despite the poor economy, the
wealthy still want their yearly vacation and those who cater to that market will continue to thrive.
MVCI has become an inelastic commodity because of their quality service, luxurious resort and
the direct mail has been key in this.
The promotion also has proved to bring in vacationers throughout the years. Since 2000 no
changes have been made to the promotion and surveys conducted after the tour showed that
consumers felt visiting the resort and taking advantage of the promotion was a great bargain for
90 minutes of their time.

Ways MVCI increased direct mail effectiveness

       By testing different markets, MVCI was able to see a pattern develop. Certain zip codes
were less responsive to the direct mailer than others. Since the Shadow Ridge Resort is locat-
ed in a desert area, sending 600,000 copies of the mailer to another desert area such as Phoe-
nix, Arizona was not effective. An area like Orange County tends to respond very well to direct
mail from Shadow Ridge because of the climate change they experience by visiting the desert.
Knowing this type of information allows them to categorize response levels of different zip codes
and target who each resort should mail to that way.

                                                                       VACATION CLUB
Discussion of Copy

       Marriott Vacation Club International’s past direct mail used more copy to portray the lux-
ury of their resorts. They later used larger pictures and fewer words. In order to really portray
the beauty and tranquility of staying at their resorts they have to show it not tell it. People need
to feel that they must have this timeshare and by using vibrant photos they can put consumers
in place of the vacation. The copy is just an aid to create the imagery and desire.     They don’t
use a particular tag they just use words that provoke daydreaming.
       With MVCI’s website you click for information and are opened to a huge vibrant photo
which rotates though different resorts and features. You then can select which resort you would
like to more know about or current promotions. As you explore the resorts, again, not much copy
is used. It usually is a small paragraph that is above another huge rotating photo showing all
of the special features of that particular resort. The reason not much copy is used is because
they want you to take a tour to get the details. Right now they are selling you with the pictures.
The small amount of copy has great descriptive words that create an image in your mind that is
complimented and enhanced by the photos.

                                                                        VACATION CLUB
Creative Brief

Situation Summary
Advertising will convince the viewer that Marriott Vacation club International’s timeshares
offer the best vacation available and will never let you down in luxury and extravagance.
Buy into a vacation at a 5 star resort that will treat you each year!

Supporting Statement
Marriott Vacation club is the most luxurious timeshare around because of their exotic and
world popular locations.

Target Audience
This advertising will appeal to men in their mid-50’s planning their retirement. They are
married and make $150,000 to $200,000 a year and know how to spend it. Family is an
important value to them as well as quality. They love treating their family to the biggest
and best there is.

Advertising will be tranquil and provoke daydreaming. It will be full of color and vibrant
photos depicting the consumer’s next vacation. Descriptive copy will be used to compli-
ment the visuals creating a to-die-for setting for the vacationer.

Call to Action
The call to action will ask visitors to take advantage of the great promotion, stay at the
resort and treat their family to the best vacation available each year.

                                                                     VACATION CLUB
Target Market

•     Men in mid 50’s
•     Married
•     Homeowner
•     $150,000 - $200,000 plus income
•     Educated and successful
•     Near/planning retirement
•     Kids have completed college and are married
•     2-3 children and a few grandchildren

Psychographics and Behaviors
•     Believes a strong family bond is important
•     Enjoys a comfortable lifestyle
•     Takes pride in getting the best deals he can which is why he enjoys the timeshare pro
•     Dresses in high end clothing likes his suits and shirts tailored
•     Charismatic and knows how to communicate well
•     Active lifestyle
•     Enjoys Golf or tennis for sport and social reasons
•     Takes family on a big vacation every year
•     Eats out a lot and likes fancy restaurants
•     Drives a Mercedes Benz or BMW
•     Enjoys business meetings with clients over dinner
•     Loves to spoil his wife/treats her to the spa on special occasions
•     Enjoys vacationing with wife or entire family
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Target Continued

•      Puts a lot of time and money into hobbies i.e cars, football, collections
•      Attended every sport game, dance recital his kids had growing up
•      Helped coach little league - an involved parent
•      Worked his way up through the company he works for and now holds a high status posi
•      Experienced traveler
•      Enjoys foreign travel
•      Likes to experience challenges and meeting new people

The typical timeshare owner
       Marriott Vacation Club International’s target is Curt. Curt raised his family in Texas and
appreciates all things Texas sized. He is a 54 years old and works in the oil industry. Curt
married his college sweetheart and has three children and 4 grandchildren. Near retirement
he looks forward to a lot more free time and works on his tennis skills on the weekends. He
also enjoys golf for social reasons and has a designated area in his closet for his golf attire.
Although he doesn’t particularly love the sport, he uses only the best clubs available and sub-
scribes to a golf magazine. Curt drives a Mercedes Benz and enjoys the luxuries of life. This
includes treating his wife to a weekend at the spa every now and then and buying himself an
expensive pair of sunglasses each year.

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The Typical Timeshare Owner Continued

        Curt is a world traveler. He loves experiencing all things foreign with his wife and kids.
Whatever it is he is purchasing he tries to get the biggest and best. All of his kitchen appliances
and electronics are top of the line name brand. Although he has a demanding job he always
makes sure to never allow work to interfere with their strong family bond which is why he values
a top notch family vacation each year. Now that his kids are grown and have families of their
own, they all look forward to each year’s family vacation where they all come together on dads

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Financial History

PERIOD ENDING 28-Dec-07             29-Dec-06     30-Dec-05
Total Revenue       12,990,000 12,160,000 11,550,000
Cost of Revenue     11,034,000      10,472,000 10,242,000
Gross Profit 1,956,000      1,688,000     1,308,000
                          Operating Expenses
      Research Development          -     -       -
      Selling General and Administrative          768,000       677,000      753,000
      Non Recurring         -       -     -
      Total Operating Expenses -          -       -
Operating Income or Loss 1,188,000        1,011,000     555,000
                          Income from Continuing Operations
      Total Other Income/Expenses Net 118,000           107,000       268,000
      Earnings Before Interest And Taxes          1,321,000     1,121,000    823,000
      Interest Expense      184,000       124,000       106,000
      Income Before Tax 1,137,000         997,000       717,000
      Income Tax Expense            441,000       286,000       94,000
      Minority Interest     1,000         6,000         45,000
      Net Income From Continuing Ops 697,000            717,000       668,000
                          Non-recurring Events
      Discontinued Operations       (1,000)       -     1,000
      Effect Of Accounting Changes        -       (109,000)     -
Net Income 696,000          608,000       669,000
      Net Income Applicable To Common Shares            $696,000      $608,000    $669,000

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Works Cited

Direct contact
      Marriott Vacation Club International

      Eric Gillis, Marriott Marketing Vice President 2002-Current


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