Marriott: What Can We Take You
Marriot was founded in 1927 in the United States and it currently operates globally with over more than 30 brands and 7,000+ properties across 131 countries, it is the biggest brand to operate within the hospitality & tourism sector.
Marriott is my favorite hotel brand and I am a loyal customer. I will choose Marriott’s hotel brand every time. I am a member of Marriott Bonneville. Marriott Bonneville is Marriott’s loyalty program, which was created in February 2019 by merging its three previous rewards programs. Marriott Rewards, Ritz-Carlton Rewards, and Starwood Preferred Guest. with 120 million members, Bonvoy is arguably the largest loyalty program for a single hotel company.
Brand Story Telling
I first saw this short video on a flight back to New York from a spring break trip. When I hadn’t noticed the Marriott logo, I was thinking this couldn’t be a Marriott commercial, and sure enough, it ended with the Marriott ending. Later when I got home I started searching for information about it.
Marriott Bonvoy launched a global campaign called “The Power of Travel,” urging consumers to embrace the healing power of travel after being cooped up at home for a year. The commercials begin June 24, 2021, airing during the NBA Finals and will also air during the Olympics. Other TV and streaming highlights include Wimbledon and ESPN Monday Night Football. Some travel category firsts include Marriott’s use of shoppable connected TV, mobile quick response codes with Hulu Gateway Go and Disney+, custom placements with HBO Max Brand Block, and ad takeovers in individual Hulu shows.
The advertisement’s slogan is: “Where can we take you?”. The campaign marks Marriott’s largest omnichannel campaign and will be delivered through an omnichannel media strategy that includes in-stream and television advertising, in-flight entertainment, display, digital, mobile, paid, and owned social media, and outdoor placement.
Across social media, Marriott is inviting travelers to share their images and videos via the #TravelMakesUs hashtag on Instagram and TikTok, the latter of which is Marriott Bonneville’s first platform.
The “Power of Travel” is Marriott’s second campaign since COVID-19; the first was a global holiday campaign that launched in December 2020. So far, it has launched in the US and Canada and will soon deploy in China, Australia, Europe and more international markets. This campaign will extend in the future with a mini docu-series that shows real traveler stories as they embark on journeys for the first time in a year.
The centerpiece of the initiative is a film spot that includes scenes shot at Marriott hotels in Shanghai, Barcelona, and Los Angeles, as well as the W Barcelona and Le Meridien La Beach Hotel & Spa in northeastern Spain and the Ritz-Carlton Laguna Niguel in Southern California. The campaign’s 60-second spot showcases a diverse cast of genuine travel moments with loved ones on an international scale. Every aspect of the film is intentional.” The actors vary in age, size, race, ethnicity, color, sexual orientation, ability, and gender; the costumes are authentically done through styling and costume choices; cultural and experiential cues are interwoven with key signifiers; the locations represent a global mindset; and the storyline portrays different perspectives and experiences, emphasizing how travel changes — no matter where you’re from, what you look like, who you love and what you’re capable of.
Let My Mind Travel
Marriott’s films tend to be thought-provoking for me. That trip over spring break was only because I didn’t want to spend the week at home, so I chose to go to Los Angeles with friends. After watching the film, I wondered what this impromptu trip had brought me. Is Los Angeles, with its different lifestyle from New York, the place I want to live in the future? And how are these places different from China?
Just as I had researched Marriott Hotel & Resort, one hotel brands of Marriott International, I had the impression that hotels were just a place to stay. However, it is precisely the simple short stay in this residence that will inspire us to think infinitely. This is the brand promise of Marriott Hotels: “Let your mind travel.” In addition to this the brand positioning is that Marriott Hotels let guests’ mind travel and inspire guests to be creative by offering redesigned room and space. Guests will feel successful, rewarded and accomplished in Marriott Hotel.
Choosing Marriott will give you unlimited possibilities!
