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Marriott
International has launched a dynamic multi-media advertising campaign to support its global, nearly 500-hotel-strong upscale,
deluxe Marriott brand.
“We wanted to create a motivating and highly relevant campaign that stands out clearly against the more traditional product-led approach to
business advertising,” said Belinda Pote, senior vice president of international brand marketing. “We chose ‘dance’ as the vehicle because
of its inherent synchronicity, visual appeal and the fact that every country has its own cultural variations. The campaign speaks to our
achievement-driven business travelers across the globe in a language that allows us to portray the diversity of our Marriott hotel offering
and demonstrate how our hotels work in perfect harmony to support the needs of these travelers.”
The progressive campaign includes commercials on media outlets such as CNN en Espanol, Bloomberg, Al Jezeerah, France 24, Discovery
and in-flight television channels aboard airlines including Air China, Lufthansa, LAN, Cathay Pacific, Singapore Airlines, Qantas, and Japan
Air Lines. Additionally, the campaign includes online advertising, traditional print placements in publications like the Economist and
outdoor and airline terminal media.
“Through this campaign, our goal is to build a rational and emotional tie with the global business travelers. We are talking to them in places
where they most likely to be − in hotel rooms, on airplanes, in airports. And, through this performance metaphor, we are saying that although
business styles differ from country to country, you should enjoy the same effortless experience wherever you are,”
added Ms. Pote.
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