Marriott Inspires Humanity with Golden Rule Strategy

Marking its first foray into category marketing, Marriott unites four brands from its global portfolio under a single advertising strategy.

Marriott has introduced a new strategic advertising approach. Titled Golden Rule, the multi-dimensional campaign has debuted in the United States, and for the first time, features four brands together. They are the Courtyard by Marriott, Fairfield Inns & Suites, Four Points by Sheraton, and SpringHill Suites.

United by a standard of service rooted in human connection, each one lends to the foundation of the Golden Rule message. Marking its entry into category marketing, the push signifies a critical evolution in that the marque will leverage its collective strength to deliver a greater offering to consumers.

Though distinct in their own identity, the four make up the group’s classic select segment and represent more than a third of the properties in the Marriott 30-brand portfolio. Amidst a challenging travel environment, meanwhile, Four Points, Courtyard, Fairfield, and SpringHill celebrate humanity.

At the heart of the effort is Human, a 60-second spot that portrays the above sentiment as the guiding principle of each of the chain’s hotels both locally and worldwide. The concept draws its relevance from the fact that often, humanity is found to be lacking from today’s hospitality experience.

Complementing the film, a series of 30-second ads has been devised to depict real stories from associates. Based on the Golden Rule, which is to treat guests with a kindness that’s universally understood, the films support exactly this narrative and reinforce the warmth characteristic of the brand.

The multi-platform exercise will hit all screen sizes in America before expanding into Canada next month. The diverse media plan spans cinema, broadcast, mobile, and in-flight elements. The overall advertising initiative was developed through a firm collaboration with creative shop, mcgarrybowen.

The push also entails digital-only content and social media impressions aimed at highlighting associates and patrons at properties across the globe, with their stories set to feature on the campaign’s dedicated website. In addition, a docuseries has been scheduled for later in the fall, with the focus being altruism.

“We are using our powerhouse status to celebrate human connections. Beyond a campaign, this illustrates that the hospitality we deliver can serve as a guiding principle of how all people should treat each other,” said Paige Francis, Vice President, Global Brand Marketing at Marriott International.