Adrian Awards 2019
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Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
The objectives of launching the global Marriott Bonvoy campaign were two fold: first, to drive awareness of the new brand name and program benefits; and second, to drive preference among members and non-members – an incredibly complex challenge. Marriott had to keep its legacy Marriott Rewards members engaged. Simultaneously, it had to win over Starwood Preferred Guest members, many of whom were Starwood loyalists and serious flight risks. And for non-members, Marriott needed to capitalize on the moment to generate buzz and showcase value to convince them to sign up. Marriott had to educate, excite and engage all three groups to successfully pull off a launch, and a relaunch – all at the same time.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
Marriott was looking to drive awareness of the new Marriott Bonvoy loyalty program among three groups around the world: existing Marriott Rewards members, existing Starwood Preferred Guest (SPG) members, and non-members. With non-members, we were specifically targeting Next Gen Experience Seekers (consumers who share the mindset that genuine travel experiences lead to personal fulfillment) and Elite travelers (road warriors who leverage their business travel perks for leisure and family experiences). From a TV perspective, Marriott translated this audience into a broad target of A25-54 and had a goal of reaching 65-70% with 3-4 message frequency.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign?
To introduce the new marketing campaign to the world, Marriott looked to the Oscars as the first tentpole. Marriott found that 75% of Oscars viewers were twice as likely to spend money on luxury travel. With that insight, and the wide reach of the Oscars, it was clear this was the moment to reveal the new brand. That same weekend, media launched around the world. By cross-referencing the global member footprint and Marriott’s target audiences sizes in the various global markets, they landed on specific investment levels to maximize ROI. From there, Marriott orchestrated a global framework across 23 countries. Marriott employed a global brand look + feel with assets modified for regional and cultural needs, but maintained consistent brand presence with the loyalty wrapper included across all assets starting in February. At major events, Marriott amplified with a strong media presence and custom partner integrations to reinforce the launch from an authentic 3rd party voice.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Whatever your passion, Marriott ensures there’s not only a place for it but an irresistible experience there waiting for you. With unmatched benefits, Marriott Bonvoy is built on the belief that travel enriches us all and has the power to enrich the world. The combined loyalty program features approximately 120,000 experiences in 1,000 destinations available for purchase or by redeeming points. The massive re-launch campaign showcased not only the immense access the brand could offer members around the globe, but also brought to life Marriott Bonvoy’s ethos that all travel is good travel and connected members with the world around them. Media included custom integrations media spots with key partners and tentpole moments across the Oscars, NCAA Championship and F1 among others.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
The Oscars in total garnered 54.4MM views, with the ad spot catching the eyes of 29.6MM viewers. As of June, the global commercial for Marriott Bonvoy has been shown 1,579 times generating 794MM household impressions. Marriott executed 70+ various format takeovers in airports and other major traffic hubs across 15 countries. In addition to thousands of associates and guests celebrating around the world together, Marriott boasted: •Global lifts in awareness among both members and non-members throughout the campaign flight, including +17% awareness among non-members in the US since February •650MM Impressions and 341MM video views (as of 6/23) •3.79 billion total PR impressions with an 83% positive or neutral sentiment •Traffic to the Marriott Bonvoy Moments experiences marketplace increased by nearly 300% compared to the previous experiences marketplace sites •On social (FB), Marriott Bonvoy Launch saw Brand Favorability increase that outperformed travel category benchmarks
Entry Title
Marriott Bonvoy Global Launch
Division
Digital Marketing
Sub-category
Digital Campaign
Category
Global
Classification
Entry Award:
Gold