Marriott Bets on Loyalty in New Campaign
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Marriott International is injecting its new marketing with a dose of its real-life members. The hotel chain, which owns 19 different brands, is promoting its Marriott Rewards loyalty program with a new campaign featuring a few of its 57 million members. On Thursday night, the chain will air a 30-second introductory spot featuring a Rewards member who is a marine archeologist and mother as she scuba dives near the Ritz-Carlton Grand Cayman. Three other commercials, including one shot in Venice, will air later this year as part of Marriott’s “You Are Here” campaign.
“We listened to a lot of our members and determined they have a lot of good stories to share,” said Karin Timpone, global marketing officer at Marriott International.
This is Marriott’s first loyalty program-focused campaign on TV in over a decade. The Bethesda, Md.-based company worked with its creative agency, Grey, and MEC on media.
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