Marriott Bonvoy, the new name and travel programme representing the hotel chain’s rewards platform, will premiere with a global ad campaign.
Marriott International has created a global marketing push to unveil Marriott Bonvoy, the new name replacing key loyalty offerings under its banner following a consolidation effort. The campaign introduces the platform as a travel programme and runs on the aptly themed slogan, Rewards Reimagined.
Said structure extends to thirty hotel brands and promises rich experiences and benefits for members. The promotional exercise spans television, digital, mobile, print, social media, cinema, and outdoor advertising as well as events and partner engagements around passion points like sports and entertainment.
Television commercials directed by filmmaker, Jean-Pierre Jeunet, capture a whimsical touch and realism. In addition, websites, mobile apps, co-branded credit cards, and original content that includes guestroom television and the digital publication, Marriott Bonvoy Traveller, will all reflect the updated label.
Janusz Kaminski was enlisted to oversee cinematography. The worldwide roll-out will be executed throughout the year across twenty-two countries, and will take advantage of major cultural events to spotlight the travel programme as well as campaign message created to unify the various hotel portfolios.
Viewers can expect vignettes featuring properties including The Ritz-Carlton Kyoto, JW Marriott Nashville, W Verbier, The Westin Golf Resort Spa Playa Conchal, Sheraton Grand Hotel Dubai, and Courtyard by Marriott Sedona. The 60-second spot depicts the joy of good travel with one word: Bonvoy.
The core markets being tapped for the push are North America, South American, Europe, and Asia. The main ad will premiere in the United States during the ninety-first Oscars telecast and be featured within an insulated commercial pod on ABC. A dedicated unit within Publicis Groupe led all media duties.
“The new name conveys the joy of good travel made possible by our culture of hospitality, portfolio of hotel brands, and unique member benefits. Our aim is to build awareness around this programme and inspire more people to travel,” said Karin Timpone, Global Marketing Officer for Marriott International.