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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Photo credit: Marriott shows off its in-house technology with the new campaign aimed at young, tech-savvy travelers. Screenshot / Marriott International