MARRIOTT VACATION CLUB INTERNATIONAL
Marriott Vacation Club International transformed Boston’s landmark Custom House into a vacation ownership property and selected CM Communications to design and execute the grand opening PR campaign for its inaugural project located in a major city. The agency created and produced large-scale press events featuring Mayor Thomas Menino and Bill Marriott, while spearheading a media relations strategy to dispel negative consumer perception of the timeshare industry and support the sale of Custom House luxury condominium units.
PR efforts succeeded in securing over $1 million in earned media including major segments on NBC, ABC, CBS, and FOX; and placements in Barron’s, The Washington Post, The Boston Globe, The Boston Herald, Boston Business Journal, Boston Magazine and other major business and real estate media. As a result of this widespread exposure, condominium sales greatly exceeded Marriott’s forecast and the grand opening of Marriott’s Custom House paved the way for the successful launch of urban vacation ownership properties around the world.