Marriott launches “Travel Brilliantly” campaign to attract millennials
Skift Take
Marriott’s first major marketing attempt to attract customers, which are being wooed away by design hotels, has been criticized for being so different from Marriott’s branding that it feels like a lie.
Aiming to attract younger travelers, Marriott International is introducing a new advertising and branding campaign for Marriott Hotels and Resorts, its largest brand.
The campaign, named “Travel Brilliantly,” is directed at frequent business travelers who are part of Generation X and Generation Y... The campaign is the brand’s first in two years and the first Marriott campaign done by the New York office of Grey Worldwide, a unit of WPP.
...Marriott would spend $30 million to develop the new campaign globally, including its public relations outreach and media this year, and at least another $30 million in both 2014 and 2015.
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