Marriott Hotels is recruiting celebrities and other Twitter users to provide the company with feedback on its recent £120m refurbishment programme.
The campaign has invited users of Twitter to review the refurbished hotels by communicating their thoughts and experiences live on the social networking site.
TV presenters Gail Porter and Sarah Cawood and actors Angela Griffin and Max Rushden are among the celebrities who have confirmed their involvement in the campaign.
"Twitter is an incredibly powerful communication tool and whilst we are not attempting to replace traditional methods of hotel reviewing, we want to communicate news of the refurbished hotels in an original and forward thinking way that resonates well with our guests," said Osama Hirzalla, vice president brand marketing and ecommerce, Europe, for Marriott.
The Twitter campaign is part of Mariiott's wider social media strategy. The group sees social media as a key platform for engaging an influential and rapidly growing segment of its guests who are highly active Twitter and social media users.
Marriott's refurbishment involved the transformation of more than 5,000 bedrooms and public areas in 38 Marriott, JW Marriott and Renaissance hotels in UK and Ireland.
By Janet Harmer
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