Skift Take
Business travelers are often reward members but taxi between a limited number of cities. The campaign should suggest ways for points earned on business to be turned into vacations in new destinations.
Marriott Rewards is launching the largest ad campaign in the program’s 29-year history this fall in an effort to show travelers the breadth of options available to its members. Ads featuring the images of each brand will start showing up in magazines, newspapers, and airports.
The initiative for the campaign came from a concern that members were unaware that the program included over 3,700 hotels worldwide and included long-term stays, time shares, and standard hotel accommodations designed for niche groups of guests.
The 13 brands included in the reward program are JW Marriott, EDITION, Autograph Collection, Renaissance Hotels, AC Hotels by Marriott, Marriott Hotels & Resorts, Courtyard by Marriott, Fairfield Inn & Suites by Marriott, SpringHill Suites by Marriott, Residence Inn by Marriott, TownePlace Suites by Marriott and Marriott Vacation Club.
The campaign will be run by mcgarrybowen, the ad agency that Marriott has worked with for the past nine years. It will also be one of the few projects that the firm continues to work on after an announcement today revealed that a significant chunk of the Marriott business is moving to WPP’s Grey advertising group in New York.
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