Marriott International launches its first wave of ads from a major marketing reform that started a year ago when the agency rented Widan+Kennedy New York To re -announce its loyalty program.
“It would be fair to say that it will be millions of dollars, and then, we will spend it on the platform and all the repetitions over time,” he said. Peggy RoeExecutive Vice President and Senior Customer Officials.
The new campaign is greatly departed from the traditional ads of hotels, which usually display general amenities such as swimming pools, lobbies and family. Instead, Marriott ads focus on the emotional bonds of travelers and the personal feelings they follow during their trips.
in One spot of 15 seconds was released on WednesdayThe traveler gives up at a time when he notes, “This dumplings have now destroyed you for all future dumplings.” Firing Jw Marriott Hotel Hong KongThe advertisement highlights the preparation of food and guest pleasure.
Long -term effort amid economic concerns
The platform and initial ads were created before President Trump’s introductory war, which raised questions about the expectations of the hotel sector for the year 2025. However, Marriott emphasized that they were a long -term strategic transformation.
A spokeswoman said, “The new travel platform is” our travel “is about urging travel or promoting specific destinations.”
One of the platform goals is to enhance the brand awareness among travelers from the next generation about the company’s loyalty program, Marriott Bonvoy.
Row said: “We put it as a brand that gives you access to people, places and emotions.” “I don’t travel to stay in a hotel. I am excited to travel because of passion – sports, cooking, music, arts.”
The company will judge the success of the ads by scanning whether viewers are more likely to consider Marriott brands 30 hotels instead of relying on the loyalty or jumping program records in the reservations.
Ads will appear on traditional television, ads outside the home and social media. Marriott’s internal marketing studio, “Riott Haus Creative”, will take over regional modifications while maintaining consistent branded elements.
I bet on live experiences and tourism
The strategy depends on Marriott Marketing success through experimental partnerships, most notably the promotion of Taylor Swift, who recorded 500,000 new Bonvoi members.
“Our strategy is to build this rule so that we can know you better, bring you to the ecosystem, and know you better, then put the right products in front of you.”
For example, it will be likely to see people watching TV programs or social media content that focuses on cooking DIM SUM, where an audio voice says: “Explore more than 40 restaurants from Michelin star in our brand world.”
Last month, Marriott became the exclusive hospital partner for BeyonCé’s Cowboy Carter tour, as VIP tickets were presented in exchange for points recovery. It recently announced a partnership with the Sean White Winter Sports League.
Many experimental offers and linking travel with “Live tourism“It aims to a younger audience.
“When you target this younger generation … you get girls, get mothers, get parents, get their friends,” Row said. “You want to target the next generation because many people think about themselves smaller than them.”
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