Marriott Rewards Launches Global Portfolio Marketing Initiative to Showcase Diverse Hotel Brands and Member Benefits
You Are Here Campaign Stars Real Loyalty Members and Their Travel Stories
BETHESDA, Md., Sept. 15, 2016 /PRNewswire/ -- Marriott Rewards, Marriott International's award-winning loyalty program, today launches a new portfolio marketing initiative featuring loyalty member stories, leveraging key partnerships, and activating at events throughout the year. A key centerpiece of the initiative is a new advertising campaign starring Marriott Rewards members. Using the tagline "You Are Here" across multiple marketing channels, the campaign will debut tonight on U.S. broadcast television during NFL football, followed by placements on Facebook's new, immersive mobile experience, Canvas, and through multi-platform sponsorship with CNN in over 126 countries. You Are Here will expand globally into markets in North America, Europe, Latin America, Middle East, Africa and Asia.
"We are inspired by our Marriott Rewards member stories and are thrilled to showcase their joy of travel in our campaign," said Karin Timpone, global marketing officer, Marriott International. "By having members tell their stories in their favorite locations, they bring our portfolio to life in an exciting way. From diving in the Caribbean, exploring the canals of Venice, and experiencing the natural beauty of South Africa, our members show the allure of travel."
In addition, all Marriott Rewards members will be invited to share their own memorable travel moments at events, on our website, and on Marriott Traveler, the company's digital travel magazine. The members story section on Marriott Traveler will launch with ten member and social media influencer stories with more added throughout the year.
Exclusive partnerships provide unique access for Marriott Rewards members and are another way the portfolio initiative is coming to life. Members can fuel their passions by taking advantage of Marriott's partnerships with the NFL, NBA, Universal Music Group and others. Throughout the year, members can explore the recently introduced Experiences Marketplace which provides once-in-a-lifetime experiences including meet and greets with sports legends, and access to popular concerts, and huge sporting events like the 2017 NBA All-Star and Super Bowl LI.
Throughout the year there will be other opportunities for Marriott Rewards members to capitalize on the partnerships including:
- An exclusive concert for Marriott Rewards members on September 22 at L.A. Live featuring multi-platinum artist Demi Lovato and acclaimed funk-pop quartet DNCE.
- An opportunity to make the most of their tailgate at select NFL games by tweeting their tailgating requests to @MarriottRewards using #YouAreHere. Fans can leverage Marriott to replace that broken folding chair, deliver the BBQ tools accidentally left at home, get sideline passes to the game, or even Super Bowl tickets.
- With burgers, brats, and beers, Londoners will get a taste of tailgating American style at the NFL on Regent Street Fan Fest. The Marriott Rewards football fun precedes the kickoff of the NFL International Series game on October 2. Nearly 150 members will get exclusive access to watch the game in style from a luxury suite in the famed Wembley Stadium.
About the Advertising Creative:
Shot in some of the world's most sought-after destinations and on location at The Ritz-Carlton, Grand Cayman and JW Marriott Venice Resort & Spa, the advertising spots – You Are Here – capture members present in the moment as their stories unfold. The creative execution, led by Grey Worldwide, uses innovative, eye-catching techniques, including cinemagraphs to convey stories that are emotional, meaningful and inspirational to travelers everywhere. Each narrated spot concludes with Marriott Rewards' portfolio of 18 brands.
About Marriott Rewards
Marriott Rewards is Marriott International's award-winning loyalty program spanning 18 brands and over 4,300 properties worldwide. Marriott Rewards is free to join and has no blackout dates and members can earn and redeem points at Marriott International properties around the world and at Marriott Rewards exclusive luxury partner The Ritz-Carlton®. Members can also redeem points for frequent flyer miles, cruises, car rentals, merchandise, the Experience Marketplace and more. By making rewards accessible with a modern, easy approach, Marriott Rewards continues to be a leader in the industry. Marriott Rewards has won the Freddie Award for "Best Hotel Rewards Program in the Americas" for the last nine years and is a two-time winner of the Frequent Travel Award for "Best Hotel Rewards Program." The program was ranked #1 in J.D. Power's 2016 Hotel Loyalty/Rewards Program Satisfaction Report. In addition, the program has been named best hotel rewards program by the readers of About.com, Business Traveler, Global Traveler, Executive Travel and BusinessWeek magazines. To enroll and for more information about Marriott Rewards, guests can visit MarriottRewards.com.
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SOURCE Marriott Rewards
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