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Q4-Q2 Media Opps: Marriott launches first rewards program-focused TV campaign in more than decade
Subject: TV, digital, outdoor, mobile
Company: Marriott International, based in Bethesda, MD, operates one of the world's leading hotel chains with 19 different brands and lodging properties located throughout the world.
Opportunity: In an effort to promote its loyalty rewards program, the hotel chain is launching its newest ads featuring real-life Marriott Rewards members. As part of the on going "You Are Here" campaign, the introductory spot just launched with a 30-second spot featuring a marine archeologist and mother scuba diving near the Ritz-Carlton Grand Cayman. Three additional commercials will air later this year, including one member's story shot in Venice.
In addition to the new commercials, the hotelier is adding a membership stories section to its digital magazine to encourage members to share travel experiences, and hosting a series of events, such as private concerts.
According to Kantar Media, broadcast takes up the largest portion of the company's total media spend, which was $102.1 million last year. In addition to broadcast, out-of-home (OOH)and digital outlays have increased this year. Specifically, per Pathmatics, desktop display spend has almost doubled since last year. Mobile display activity has grown, as well. With that said, as the company continues to look for new ways of promoting its rewards program, expect a larger digital push.
Therefore, sellers should begin reaching out now to pick up campaign dollars as they become available. Focus pitches on high ROI engagement among upper-middle class adults and mature millennial travelers. WPP's MEC is on media.
TV Breakdown: Since January, iSpot reports that Marriott has spent $8.9 million on national TV ads (see targeting above), down from the $10 million it spent during the same period last year.
10400 Fernwood Road
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Global Marketing Officer
VP, Global Brand Marketing
VP, Global Creative & Content Marketing