Case Study: Marriott Vacation Club boosts demand and condo sales with CM Communications

Marriott Vacation Club generates over $1 million in media coverage with CM Communications

The customer, Marriott Vacation Club International, faced the challenge of launching its first urban vacation ownership property in Boston's historic Custom House. They needed to generate demand, attract buyers, and reshape negative perceptions of the timeshare industry. They engaged the vendor, CM Communications, to execute a public relations program to meet these objectives.

CM Communications designed a PR strategy centered on special events, including a grand opening ceremony and a fundraiser, which secured significant media coverage on major TV networks and in national publications. This solution successfully repositioned the brand and generated widespread exposure. As a result, consumer interest was high and sales far exceeded Marriott's forecasts, with the vendor's efforts credited for achieving more media coverage than any other property in the brand's nationwide portfolio.

Marriott Vacation Club