TURNING A GLOBAL LOYALTY PROGRAM INTO A SOCIAL COMMUNITY
For Millennial and Gen Z audiences, loyalty is less about points and more about having an experience with your community. To bring this cultural fluency to Marriott Bonvoy, we leant into the way these audiences were documenting and sharing their own travel experiences and recast the brands owned social platforms with real travelers making the audience the main character of the story. This pushed against the tropes of travel advertising which made the hotel and destination the hero.
The campaign, “Where Can We Take You?” was cast with real friend groups and integrated popular social media techniques such transitions and ASMR. Set to a series of remixes of B52’s icons song ‘Toam Around The World”, our next gen travelers started to see more of themselves inside a Marriott hotel. This global intuitive overhauled the brand globally delivering a new, fresh take for an iconic hotel brand.
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