Marriott takes mobile ambitions up a notch with new multichannel campaign

According to the company, the effort reflects the lifestyle of next-generation travelers. Those travelers blend work and play in a mobile and global world.

“The iconic Marriott Hotels brand is transforming itself and reasserting its position as an innovation leader,” said Mara Hannula, vice president of global marketing, Marriott Hotels.

Digital ambitions
The new campaign incorporates TV, digital and mobile advertising, as well as a new brand look, logo and enhanced social media platforms.

Furthermore, Marriott is rolling out a new Web site, which can be accessed at http://www.travelbrilliantly.com.

The new Web site will reveal initiatives that the company has under development, as well as a co-creation platform to solicit user-generated ideas.

According to Marriott, the campaign draws on the personal passion points and values of the next generation guest, to create a visual that is emblematic of the new Marriott experience.

Marriott tapped Grey NY to develop the integrated campaign and the new brand voice.

Moreover, Marriott’s new campaign will run online in news and lifestyle outlets, such as Fast Company, Mashable and Wired, and in key mobile placements beginning in June.

Television spots featuring ads from the campaign will begin in September.

On property elements representing 30 touch-points, including key cards, flags, “do not – disturb” hangers and in-room directories will embrace the brand’s new visual look.

“This campaign had to be bold in not only staking our claim, but also engaging the next generation of travelers to join us in co-creating the future of travel,” Ms. Hannula said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York