Marriott unveils ‘Travel Brilliantly’ campaign as part of $60m rebrand to target young business travellers
Marriott International has launched a new advertising and branding campaign for Marriott Hotels and Resorts, aiming to target the younger traveller.
The campaign devised by WPP’s Grey New York was named “Travel Brilliantly” and has comprised a 30-second and 60-second commercial that was unveiled online today. The second phase of the campaign will see the TVC aired on ESPN, Comedy Central and the Travel Channel, as well as on shows like 'Jimmy Kimmel Live,' during September.
Advertising will also run overseas and on the brand’s social media channels, with a digital advertising deal struck with Wired and Fast Company which has seen the brand sponsor a new travel page on Fast Company’s website.
Additionally, a new website, logo and a shortened name for the brand, now called Marriott Hotels, has also been revealed as it shifts focus to travellers from Generation X and Generation Y.
Mara Hannula, vice president for global marketing of Marriott Hotels told the New York Times that the campaign is the result of “significant learnings we have had around consumers and how they have evolved.”
She said: “We haven’t seen any other hotel brand capturing younger travellers in a very authoritative way. We see this is as a big opportunity for Marriott.
“They demand style and design. Technology is central to their lifestyle. They seamlessly blend work and play.”
The brand’s new website offers videos in which Marriott executives explain the new services soon to be on offer.
Speaking on the logo redesign Jan Egan, executive creative director of Grey New York, said they had decided to “keep the iconic red ‘M’ and give the design a tweak, modernize it.”
As a part of Marriott Hotel’s transformation, the brand is re-designing lobbies and public spaces while launching new concepts including Workspring which will target the mobile worker. Additionally, key cards, 'do not disturb' signs and other materials will be phased in with the new logos through 2014.
Hannula said Marriott would spend $30 million to develop the new campaign globally, including its PR outreach and media this year, and at least another $30 million in both 2014 and 2015.
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