NY Marriott Marquis Launches ‘Name in Lights Program’

NEW YORK — New York Mariott Marquis this week launched a viral campaign, via Abstract Edge, that encourages people to put their “Name in Lights” in Times Square.

The effort lets consumers craft and send a holiday greeting that will seemingly appear in lights along a busy Broadway intersection. Recipients of the e-mail will be linked to a “fake-out” video shot of an LCD billboard with the message. The electronic card then invites them to “Come view a million lights in person by booking a room at the New York Marriott Marquis in the heart of Times Square.”

The campaign aims to drive traffic to the Web site ( http://www.nymarriottmarquis.com/ ), build a list of opt-in subscribers for Marriott offers and increase brand awareness and room bookings, said Christine Burke, an account manager at Abstract Edge. The New York-based interactive shop has handled digital marketing chores for New York Mariott Marquis for about a year.

“We wanted to capture the holiday spirit of Times Square,” said Burke, adding that the hotel’s location is a major draw for New York City visitors.

The client is sending out 50,000 e-mails to alert people about the “Name in Lights” program. Others can access the electronic card on the Web site.