Marriott International is launching its new global campaign introducing Marriott Bonvoy, the new name that replaces Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG). The campaign celebrates Marriott Bonvoy as a travel program with the slogan “Rewards Reimagined” (“reimagined rewards”) through its 30 hotel brands, extraordinary experiences and abundant benefits. The comprehensive campaign includes advertising through television, digital video, mobile, print, social networks, exterior, and film, as well as special events and access to members to experiences with their partners around their passions such as sports and entertainment. In addition, Marriott’s websites and mobile applications, co-branded credit cards, and original content such as Marriott Bonvoy on television in the rooms and the Marriott Bonvoy Traveler digital publication all reflect the new name.
“Marriott Bonvoy expresses the joy of a ‘good trip’ which is possible due to our portfolio of hotels without presedents, hospitality culture and unique benefits for members,” said Karin Timpone, Global Marketing Manager, Marriott International. “Our goal is to raise awareness about Marriott Bonvoy and inspire more people to travel.”
To highlight the campaign, there will be television spots directed by Oscar-nominated filmmaker Jean-Pierre Jeunet in conjunction with Marriott’s Creative Content and Marketing department and the Observatory Marketing agency. Each television ad will be filmed in a magical realism style that is Jeunet’s signature, with two-time Oscar winner Janusz Kaminski overseeing cinematography. The result is small vignettes filmed at Marriott International properties including The Ritz-Carlton, Kyoto, W Verbier, JW Marriott Nashville, The Westin Golf Resort & Spa Playa Conchal, Sheraton Grand Hotel, Dubai and the Courtyard by Marriott Sedona.
The Marriott Bonvoy campaign will be extended to 22 countries by pressing the media throughout the year and will take advantage of major cultural events to more widely exhibit the new travel program around the world. The campaign will include television and digital video advertising in the US. as well as in other global markets in Asia, Europe, North America and South America. The initial television commercial will be released in the US during the 91st delivery of the Oscars, and in the first, it will be presented in an isolated commercial pod during the transmission on ABC. The media was planned by Marriott One Media, a dedicated unit within Publicis Groupe.
Marketing Association with Manchester United
Marriott is beefing up its list of experiential marketing partners by entering into a multi-year agreement with Premier League giant Manchester United football club. The marketing association brings together sales and marketing activities around the world. The Marriott Bonvoy brand will appear prominently on the field with “digital posters” inside the Old Trafford stadium and will be visible during televised games worldwide. Marriott Bonvoy members can offer points to access the brand’s luxury suite inside the stadium and enjoy great views of the court and be treated with VIP hospitality.
Marriott Bonvoy will reach the largest sports fan base in the world, including loyalists who travel to see the team play in league games and exhibitions around the world. In addition, Marriott Bonvoy Moments, the digital platform of the program designed for members to buy or redeem points for unique experiences, will add Manchester United games, VIP experiences and more. By bidding on the points they have earned for their hotel stays and credit cards shared with Marriott, members can have access to unique experiences in life including meeting legends of the club and tours of the stadium.