Industry Update
External Article12 March 2019

Marriott making big push for Bonvoy as umbrella brand

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Though much ink has already been spilled analyzing Marriott's newly rebranded Bonvoy loyalty program, it's clear that the platform, which has more than 125 million members, won't be fading from public consciousness anytime soon.

The company kicked off its Bonvoy launch campaign with the airing of several television ads during the Academy Awards on Feb. 24. The spots had been created with Oscar-nominated filmmaker Jean-Pierre Jeunet at the helm as director and two-time Oscar winner Janusz Kaminski overseeing the cinematography.

More Bonvoy promotional activity is planned around high-profile events, including Coachella, the NCAA Tournament and the Dubai Jazz Festival, among others. Marriott is also backing the program via partnerships with sports organizations including Manchester United, Formula One and Mercedes-AMG Petronas Motorsport.

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