JW Marriott Charlotte Builds Lasting Connections with Meeting Professionals
How JW Marriott Charlotte uses association media to reach the region’s top meeting planners and grow brand awareness.
When JW Marriott Charlotte opened its doors in Uptown Charlotte, it aimed to establish the first JW Marriott in the Carolinas and position the property as a premier destination for meetings and events.
“For us, it was really about introducing the JW brand to the region,” said Tom Dolan, Commercial Director at White Lodging, which manages the property. “We’re the first JW Marriott here, so we wanted to create awareness not just of our property, but of what the JW experience represents.”
Reaching meeting and event professionals was the natural first step. Meeting Professionals International – Carolinas Chapter (MPI-Carolinas) offered access to the planners shaping the state’s events. “MPI-Carolinas was the right audience,” Dolan said. “And Naylor offered the right platforms and support to reach them effectively.”
Maintaining Consistent Visibility
Since 2021, JW Marriott Charlotte has maintained a steady presence with MPI-Carolinas through their annual Membership Directory & Resource Guide. The hotel’s mix of print and digital placements, including full-page and half-page ads, digital front-page inserts, and run-of-site placements, keeps the property top of mind with regional meeting planners.
“This audience was really one of the most critical for us to engage with,” Dolan said. “We’ve been working with Naylor and MPI since we opened. It’s been a five-year relationship now, and it’s become part of our ongoing marketing strategy.”
Consistency has paid off. Digital edition ads have drawn strong engagement, with click-through rates growing from 3.1% in 2021 to 7.2% most recently, well above typical B2B association benchmarks.
“Of course, it’s not just about the clicks,” Dolan added. “It’s about being visible in the right space, with the right audience, over time. That awareness drives the results we see in inquiries and bookings.”
Building Awareness and Trust
For JW Marriott Charlotte, the goal isn’t just exposure; it’s credibility. “It’s about getting in front of the planners who make decisions about where to hold their meetings, conferences, and events,” Dolan said.
“Being aligned with the association helped build trust with our target audience. There’s no doubt about that. That credibility and respect are part of why we wanted to partner in the first place.”
A Partnership That Delivers
Working with the Naylor team has made campaign management seamless. “They were fantastic,” Dolan said. “Debbi and the whole team provided great support and advice. They were proactive and collaborative; it really felt like a partnership, not just a transaction.”
That partnership has enabled JW Marriott Charlotte to maintain consistent messaging through its first years in business and beyond. “The results we’ve seen, from awareness to revenue growth, speak for themselves,” Dolan said.
When asked if the hotel would continue investing in association media, Dolan was emphatic: “Yes, absolutely. It’s a critical audience that we want, must, and need to engage with, and there’s no better way to do it than with Naylor.”
The Value of Association Media
For Dolan, the credibility that comes with association media is invaluable. “Being aligned with an association like MPI-Carolinas adds instant trust,” he explained. “You’re not just buying ad space; you’re part of a community your audience already respects.”
As JW Marriott Charlotte continues to grow, association media remains a trusted part of the strategy. “The efficiency, the resources, the support; it’s all best in class,” Dolan said.
“We’ll absolutely continue working with Naylor,” Dolan said. “It’s a relationship we value; one that’s helped us build our brand and connect with the right audience since day one.”