Marriott International has launched its first bespoke EMEA campaign for Marriott Bonvoy
Marriott International has launched its first bespoke EMEA campaign to showcase Marriott Bonvoy’s 30+ hotel brand portfolio across 10,000 destinations. This includes the three portfolio brands selected, Marriott Hotels & Resorts,
JW Marriott and Courtyard by Marriott. This campaign is Marriott International’s biggest regional investment yet.
A series of market-specific ads in the UK, Germany and Kingdom of Saudi Arabia has been created by Chief Productions in association with STING FILMS® a specialist division of TBWA\MCR. The creative evolves the brand’s positioning of “Roam Around the World: Where Can We Take You?”.
The campaign centres on a magical hotel lift that transports the audience into the unique world of hotel brands, highlighting that Marriott Bonvoy can connect customers with hotels and destinations, here and around the world.
In its first work since winning the Marriott International account, STING FILMS’® mission was to clarify and communicate that Marriott Bonvoy is not just a loyalty programme, but a hotel based travel company with a variety of hotel brands and destinations to suit the passions of all travellers.
The campaign differentiates Marriott Bonvoy from competitors by showcasing it as the ultimate facilitator of extraordinary travel experiences, whether for short domestic trips or long-haul adventures. By positioning Marriott Bonvoy as a brand that can play a key role in travel and leisure experiences and targeting next-generation luxury travellers, focusing on couples in the UK and Germany and families in the Kingdom of Saudi Arabia. The brand uses a localised approach and diverse cast tailored to in-market audiences, ensuring authenticity and cultural relevance in each region.
Marriott International also collaborated with networked experience agency, Digitas, to drive impact for its first bespoke EMEA campaign with an innovative approach. Leveraging its deep expertise in omnichannel media strategy, and through precise targeting and seamless integration across multiple platforms, Digitas ensured the campaign will reach key audiences in the UK, Germany and Saudi Arabia.
This will amplify Marriott Bonvoy’s brand presence across multiple touchpoints, and maximise engagement through innovative media tactics that make the campaign unmissable, driving memorability and stature for Marriott Bonvoy throughout the regions.
Comms testing in each region also ensured the success of cultural resonance, both strategically and creatively. The results data was used to optimise the ads for the best chances of success in each locality. Insights were gathered through two rigorous rounds of pre and post-campaign testing. The exceptionally strong results validated the campaign’s alignment with local audiences, reinforcing the success of a tailored and data-led approach.
The campaign launches on 23rd September and will be rolled out across CTV, BVOD, social media and OOH across the UK, Berlin and Riyadh. OOH will take a pivotal role at high impact sites – such as Piccadilly Lights, London.
STING FILMS® are also launching ride-along campaigns including specific Marriott Hotels & Resorts and Courtyard by Marriott activity running across online video (OLV). This work launches on the 21st October and further highlights the scale and breadth of this campaign and partnership.
Daniel Bickerton, Head of Design & Content, STING FILMS®, “Our partnership with Marriott Bonvoy on this groundbreaking campaign truly puts its diverse portfolio of brands on the map in the EMEA region. Our goal is to inspire travel by highlighting Marriott Bonvoy as the gateway to remarkable travel experiences, helping it become the first choice for travellers in its key markets.”
Katie Cox, Senior Director, Marketing EMEA, Marriott International, “Our new campaign marks a significant milestone as Marriott’s first-ever EMEA-focused initiative, integrating our brands into every aspect of the travel journey. This collaboration allows us to inspire our customers to choose our hotels whenever they plan their holidays, knowing that each choice within the portfolio will deliver exceptional value and memorable moments.”
Marriott Bonvoy is Marriott International’s consumer-facing brand, having launched in 2019, post the 2016-merger between Marriott International and Starwood.
Traditionally known for business travel, over recent years it has grown its offering of brands and destinations and now primarily targets leisure travellers taking domestic, regional and global, short and longer haul breaks.