Marriott's New Global Ad Campaign Puts Its Loyalty Members First
Skift Take
Given its never-ending, still-pending acquisition of Starwood, this ad campaign — aimed at promoting Marriott's loyalty program — makes total sense. Marriott doesn't just want consumers to stop clicking around. It wants them to be loyal Marriott customers in every sense of the word. It also wants to assure any critics or SPG loyalists that the Marriott Rewards program already is one of the best ones around.
Tune into tonight's NFL game between the New York Jets and the Buffalo Bills, and you'll come across an ad from Marriott's newest global campaign, "You Are Here."
The 30-second spot (view it below) introduces viewers to Corioli S., an Australian marine archaeologist and Marriott Rewards member, who's brought her husband and son along with her on a business trip to The Ritz-Carlton, Grand Cayman. "It's the moments that are most rewarding," she says in the ad. The commercial ends with a visual of all 19 Marriott brands, and a narrator saying, "So no matter where you go, you are here."
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Marriott International's global marketing officer, Karin Timpone, couldn't disclose the exact financial investment of the campaign, but said it was a considerably "larger effort than we've done in the past." Marriott's
The Thursday night ad is just one part of a massive, multi-channel, global campaign, encompassing not only traditional forms of media like television, but also digital mediums such as Facebook Canvas, Instagram video, and a microsite, YouAreHere.Marriott.com. It will launch first in the U.S. and expand globally next month in countries that include Canada, the U.K., France, Ger
