Strategy: The Marriott Marquis Club was created to appeal to prospective guests, particularly business executives by conveying an aura of exclusivity and concern for the special guest's needs. On club stationery, a letter from the hotel corporation president responded to the target audience that had sent application picked up at the hotel registration desk displays. The letter explained that as a valued customer, the club member would receive preregistration and express check-out courtesies and a semi-annual newsletter. Enclosed was a membership card and a handsome brass luggage tag with engraved personalization. The tags would help identify the member to bellmen and registration clerks as someone who should get special attention.