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GREATROOM ACTIVATION

This site is a comprehensive resource intended to guide successful Activation of MH Greatroom Lobbies across the globe. It can help realize the full potential of some of the most prime real estate as vibrant gathering places.

Home to a detailed toolkit, covering everything from ambiance and aesthetics to menus and messaging, this site contains specific guidelines to transition existing Greatroom Lobbies into next-generation venues.

Successful Greatroom Activation means creating a thoughtful and polished experience for our guests that enables them to Travel Brilliantly.

messaging

Signage
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messaging

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messaging

Marketing


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messaging

MARKETING

GOAL

To drive awareness and build revenue by utilizing the tools and resources of the Restaurant Playbook to understand the guest, the value proposition and the competitive environment.

ACHIEVING RESULTS

  • Ensure that the overall marketing plan appeals to the Master Blender.
  • Price the menu to appeal to the target guest.
  • Partner with the marketing team to brainstorm ideas for building awareness and driving revenue.
  • Ensure that for internal marketing purposes all departments in the hotel understand the Greatroom concept.
messaging

Menu
messaging


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messaging


MENU
MESSAGING

GOAL

To create a compelling menu that follows the 5|10|20 philosophy, resonates with the guests and drives revenue.



ACHIEVING RESULTS

  • Design the menu to lead guests to signature and high margin items.
  • Use clear and articulate language that aligns with the brand tone of voice.
  • Ensure that the font size is no smaller than 12pt. If a guest cannot read the menu in low light it may lead to lost sales.
  • Ensure that all menus are pristine, without tears, smudges, wrinkles or stains.
messaging

Graphics


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messaging




GRAPHICS

GOAL

To ensure that all printed materials in the Greatroom follow the correct tone of voice (TOV) and strengthen the brand identity.





ACHIEVING RESULTS

  • Utilize the Marriott TOV for all Greatroom collateral.
  • Avoid, whenever possible, resorting to generic packaging.
  • Maximize opportunities to set a tone that reinforces the brand positioning.
  • Greatrooms with a branded identity may follow their own consistent graphic identity.
messaging

Signage


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messaging




SIGNAGE

GOAL

To provide effective Greatroom signage that informs the guest of what is being offered and when it is available.





ACHIEVING RESULTS

  • Review the current signage. Ensure that it clearly communicates the Greatroom’s AM and PM offerings.
  • Utilize technology such as LCD screens and tablets for messaging and signage needs.
  • Create professional signage to direct guests as necessary.
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