Marriott Advertising Campaign Inspired By Real Life Travel Experiences - Focuses On Company's Service Culture, Brands
WASHINGTON, Marriott International, Inc.
"We are a global hospitality leader with a 76-year heritage of taking care of our guests," said John Marriott, executive vice president, lodging. "This campaign builds on our culture, creates an emotional connection with the customer, and reinforces our commitment to meeting guests' needs with the best brands in the industry."
The television spot for the Marriott Hotels & Resorts full-service brand, shows a business traveler packing for a trip while his daughter walks off with one of his dress shoes, replacing it with one of hers. The traveler arrives at a Marriott hotel in London and realizes one hour before an important business meeting that he is missing a shoe. The Marriott staff goes to extraordinary and entertaining measures to solve his dilemma, with a Marriott bellman eventually providing his own dress shoes to the guest. A key element of the spot is the Dean Martin classic, "Just In Time."
Music plays an important role throughout the campaign, with each spot featuring popular songs from the 30s, 40s and 50s. Specific songs were selected and matched to the theme of each ad. The music includes such memorable classics as the legendary rock and roll hit, "Stay," by The Zodiacs' Maurice Williams; Hoagy Carmichael's "The Nearness of You;" Cole Porter's "I've Got You Under My Skin" and "You Do Something to Me;" "The Rules of The Road" by Cy Coleman; and "All of Me" by Seymour Simons and Gerald Marks.
"Our campaign speaks to people not as consumers but as human beings, in the irresistible form of stories and music," said Deborah Fell, Marriott's senior vice president of marketing strategy and integration. "Together with the genius of our agency, mcgarrybowen, we are shifting our message toward recognizing our incredible employees, showcasing our brands and telling people what Marriott is all about."
The new ad campaign promotes Marriott Hotels & Resorts, JW Marriott Hotels & Resorts, Renaissance Hotels & Resorts, Courtyard, Residence Inn, SpringHill Suites, and Fairfield Inn. The Renaissance ad concludes with the tag line "Uniquely Renaissance." Simultaneous with the television advertising, Marriott will launch a multi-brand print campaign in major daily papers, business and news magazines, as well as a series of online ads.
The campaign was developed by mcgarrybowen of New York and includes seven television spots that will air on major cable and network programming, and a series of national print and online ads. Marriott is also partnering with T3, an integrated marketing services firm specializing in interactive and direct marketing and Carat Affiliates, which serves as a strategic media planning and buying partner.