|[November 07, 2011]
Merkle & Loews Hotels Announce Integrated Marketing Partnership
COLUMBIA, Md. --(Business Wire)--
the nation's largest privately-held agency, announced that it has
entered a strategic partnership with Loews Hotels to provide the company
with integrated customer relationship marketing (CRM) solutions. In
addition to customer database management, the work includes development
of contact and channel strategies for the luxury hotel, including all
aspects of its print and digital creative work and trigger-based
messaging via email and other digital media deployment.
Having completed a six-week strategic assessment of Loews' marketing
capabilities, Merkle will continue to develop a strategic marketing
roadmap of key initiatives that will be implemented over the coming
years across all business channels. Merkle will initially develop and
manage a customer database that will serve as the foundation for the
hotel chain's marketing operations. Merkle's strategic solutions will
augment Loews' existing marketing efforts by providing enhanced
modeling, campaign planning, and email marketing execution. Merkle's
experienced professionals will operate as an extension of the Loews
marketing team at the corporate level.
"At the core of Merkle's value to its clients is our ability to help
brands attract and engage with consumers through a sophisticated
multi-channel strategy," said Craig Frampton, Merkle's senior director,
strategy and transformation conslting. "In partnering with Loews, we
draw on a wealth of expertise in the luxury leisure space to take Loews'
marketing operations to a new level of efficacy."
Merkle's relationship with Loews follows the company's past success
developing and executing integrated marketing strategies for other
luxury brands. The company's travel, media and entertainment division
has provided database management, direct marketing, strategic, analytic
and creative solutions to various companies. Merkle continues to explore
new strategies and technologies to help its clients engage and develop
long lasting relationships with their customers.
"We continue to be impressed with Merkle's track record in our industry
and are delighted to have a partner that understands the needs of the
Loews brand," said Felicia Fisher, senior vice president of sales and
strategic planning for Loews Hotels. "Our relationship began with the
design and implementation of a customer database, and as it expands into
all aspects of our CRM strategy, we are confident that Merkle's
hospitality expertise will be instrumental in our continued growth."
About Loews Hotels
Headquartered in New York City, Loews Hotels owns and/or operates 18
hotels and resorts in the U.S. and Canada, including the newest 414-room
Loews Atlanta Hotel opened April 1, 2010. Located in major city centers
and resort destinations from coast to coast, the Loews portfolio
features one-of-a-kind properties that go beyond Four Diamond standards
to delight guests with a supremely comfortable, uniquely local and
vibrant travel experience. Loews boasts some of the industry's most
innovative and successful travel programs, including Loews Loves Kids
for families and Loews Loves Pets for discerning animals on the road.
For reservations or more information on Loews Hotels, call
1-800-23-LOEWS or check www.loewshotels.com.
Merkle, a customer relationship marketing (CRM) firm, is the nation's
largest privately-held agency. For more than 20 years, Fortune 1000
companies and leading nonprofit organizations have partnered with Merkle
to maximize the value of their customer portfolios. By combining a
complete range of marketing, technical, analytical and creative
disciplines, Merkle works with clients to design, execute and evaluate
Integrated Customer MarketingTM programs. With more than
1,500 employees, Merkle is headquartered near Baltimore in Columbia,
Maryland with additional offices in Boston; Chicago; Denver; Little
Rock; Minneapolis; New York; Philadelphia; Pittsburgh; Seattle;
Hagerstown, MD and Shanghai. For more information, contact Merkle at
1-877-9-Merkle or visit www.merkleinc.com.
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