Marriott Rewards has launched an advertising push titled You Are Here, a campaign featuring its loyalty member and their travel stories.
Global hospitality giant, Marriott International has released a new portfolio marketing initiative, the centrepiece of which is an advertising campaign starring its loyalty programme’s members and their stories. Titled You Are Here, the push is set to premiere across multiple promotional channels.
In addition to a series of strategic partnerships and activations slated to run throughout the year, the exercise debuts on 15 September via American broadcast television during NFL football, and will also entail placements on Facebook’s newly launched immersive mobile experience namely Canvas.
Also, an expansive multi-platform sponsorship deal with CNN spanning more than 126 countries has been put in place in conjunction with the overall effort. The campaign is currently positioned to expand globally into markets in North American, Europe, Latin America, Africa, Asia, and the Middle East.
Meanwhile, subscribers will be invited to share personal memorable travel moments at events, on the brand’s website, and via its digital travel magazine, Marriott Traveler. The members’ story section is launching around ten member and social media influencer stories, with more mapped for later.
Until the end of 2016, members can explore the recently introduced Experiences Marketplace, a platform which provides uniquely-curated encounters such as meet-and-greets with sports legends, popular concerts, and major sporting events like the 2017 NBA All-Star and Super Bowl LI.
Among the campaign’s key privileges is an exclusive concert featuring multi-platinum artiste, Demi Lovato, and acclaimed funk-pop quartet, DNCE, on 22 September 2016. Furthermore, fans can tweet their NFL tailgating requests like getting side-line passes to the game using #YouAreHere.
Londoners will get a taste of tailgating American style at the NFL on Regent Street Fan Fest. The programme’s football fun precedes the kick-off of the NFL International Series on 2 October 2. Nearly 150 members will get access to the game from a luxury suite at the famed Wembley Stadium.
“By having members tell their stories, they bring our portfolio to life. From diving in the Caribbean, exploring the canals of Venice, and experiencing the natural beauty of South Africa, our members show the allure of travel,” said Karin Timpone, Global Marketing Officer at Marriott International.
