Within weeks of the survey results springing this “splash of brilliance,” Marriott Hotels, with marketing agency Grey, began building its own shower technology that allowed guests to scribe or sketch their brilliant ideas and send it to themselves before they washed down the drain.

Here’s how it worked: guests started their shower as usual, but as the steam built up, it created a canvas on the door. As the guests’ creativity started flowing, they simply used their finger to write or draw whatever came to mind. Touch-sensitive technology built into the shower door sent the fresh ideas to the guest’s email, where they could share it via email or social media to enable further brainstorming.

After just a few weeks of testing, a beta was complete and ready for installation in one property. Simultaneously, the PR team was preparing to launch a campaign showing the brand’s innovation machine in progress.

The technology was installed in Irvine in late-October 2017, and the demonstration video shot days later in a single afternoon. While the video underwent editing, Catalyst worked to secure an exclusive with a major publication. Days before Thanksgiving, Catalyst secured the exclusive for The New York Times’ “Travel” section.

Working quickly under embargo, Catalyst shared the video and imagery with the writer, and facilitated an interview with a brand spokesperson. The story went live on NYTimes.com the following Tuesday, with the demonstration video embedded within and linked to YouTube.

Following the exclusive, the press release was distributed via PR Newswire and on Marriott International’s online News Center. Catalyst simultaneously conducted widespread outreach to hundreds of broadcast, print and online targets spanning travel, lifestyle, technology, business and general news verticals.

Complementing the traditional media, Catalyst worked with three other influencers to experience the shower technology and share their creations on Instagram.

The news of the shower excited and intrigued media outside of the traditional hotel trades who frequently cover news about Marriott Hotels, with the story garnering attention from aspirational media targets like Fast Company and Engadget, whose coverage helps establish the brand as an innovative leader making a splash. Furthermore, The New York Times exclusive told a larger story about the brand’s effort to embrace the pace of change, connecting the Irvine shower to Marriott Hotels’ M Beta property in Charlotte, where the brand started its journey of testing technology that pushes the limit.

Catalyst’s efforts generated 133 total placements (126 of which were feature-style) across broadcast, print, online and social, generating over 136 million earned impressions and an astounding 100% key message pull-through. The campaign reached a mass consumer audience, with 84% of placements appearing in outlets outside travel/hospitality. Since its posting, the demonstration video has seen over 23,000 views. The influencers’ content together saw over 26,400 areas of engagement on Instagram, including likes, saves and comments, many of which applauded the brand’s innovative use of technology.

In addition to the media coverage, the shower technology successfully instilled the idea within our target audience that Marriott Hotels offers forward-thinking experiences to help spark guests’ creativity. 100% of the media, influencers and general consumers who experienced the technology firsthand provided positive feedback on the shower’s ease of use and its “wow” factor, as well as the Marriott Hotels brand for uncovering and reacting to their guests’ creative habits.