Merkle (www.merkle.com), 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 consulting. “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.