Behind Marriott Bonvoy’s first APAC campaign | Advertising
With travel returning somewhat to normal this year, travel brands have been more aggressive in their marketing spend to attract travelers to their destinations and services.
According to Julie Purser, vice president of marketing, loyalty and partnerships for APAC at Marriott, three out of four travelers in the region are ready to travel the world again. But the brand’s research shows nearly half simply want to get away from it all. According to Purser, it’s not necessarily about visiting a dream destination or having a once-in-a-lifetime vacation, but rather about getting away from it all and experiencing the “little moments” of travel to remember why they love to travel.
This idea helped inform “Here”, the latest campaign for Marriott Bonvoy, Marriott’s loyalty program. Purser and his team wanted to lean into those little moments and remind people of the joy of travel while depicting those unscripted moments instead of picture-perfect landscapes.
“Here” marks the brand’s first campaign since handing over its APAC creative mandate to TSLA in May. This campaign builds on last year’s ‘Where Can We Take You’ campaign, launched to recognize the power of travel. “Here” is specifically focused on communicating with travelers in APAC (excluding Greater China) to enjoy returning from travel. A separate campaign for Greater China will be launched in September.
Even though Marriott is a hotel brand – the largest in the world, in fact, with nearly 8,000 properties worldwide – “Here” is not a campaign that specifically highlights hotels and services within the hotel. ‘company. Instead, he wants to remind travelers of the fun and long-awaited moments one might have while traveling.
“We wanted to focus on the things that you really remember when you think about the journey, the stories you tell, the memories you have, the funny things that happen along the way,” Purser said. Asia-Pacific Campaign. “We really wanted to lean into that part of the journey versus the glamour. We didn’t want to put too much emphasis on the sight of a destination. Our goals were really to raise awareness of Marriott Bonvoy, to inspire people with our destinations and to have a light touch on our brands.
Nicholas Ye, founder and creative head of TSLA, said Asia-Pacific Campaign that the team wanted the trademark film to “scratch the travel itch” and make you want to grab your passport and book your vacation dates.
As for the production, Ye said the stock-like imagery and grand gestures often found in other travel campaigns were deliberately avoided.
“He was one of those [ideas] that we didn’t have to explain too much,” he said. “From start to finish, the campaign was built on the feeling of vacation, the feeling of travelling. And it still gives us goosebumps when we look at the different rooms. Personally, as a creative director, I see no such thing. Especially from this part of the world.
The campaign was filmed in six different cities, and Ye’s team decided to shoot it simultaneously with different cameras. The challenge was finding the right kind of craftsmen and cinematographers in local towns as well as making sure the right lenses and aspect ratios were used so that the images could be edited seamlessly. .
“When we put it all together, it feels like a really beautiful stream of consciousness,” Ye said. “It’s a movie that feels incredibly real, and almost a little glib. And it has a certain cinematic quality to it, too.
The campaign, which will run until the end of the year, includes a main 60-second film, a 30-second version, eight 15-second films and eight six-second films, as well as stills. OOH digital assets will be set up at key locations such as Seoul’s Gimpo Airport, Tokyo’s Shibuya Crossing, and on Singapore Airlines’ in-flight entertainment. Marriott also worked with TikTok to create a hashtag challenge and a separate purpose-built social campaign on Instagram.
“The film really serves as the foundation for the idea of ’Here’ and it carries through all the runs, but we really tried to build it up in a way that it’s suitable for the media channel it’s going to run on. “, explained Purser. Marriott’s media buying is managed by Marriott One Media, a unit of Publicis Groupe.
Purser added that revenue isn’t a direct goal of this campaign, but she hopes “Here” will continue to get travelers back on the road and help them decide whether to choose Marriott as their travel partner.
As a marketer, Purser said Marriott’s approach had changed dramatically during the pandemic as they took a hyperlocal approach and focused on domestic travel, stays and dining services. Fast forward to today, the brand now wants to share the breadth of its portfolio with travelers and get back to inspiring its audience.
“We’ve gone from all pre-pandemic inspiration and travel to being hyperlocal during the pandemic,” Purser said. “And now we’re going back, but we’re trying to do it in a way that recognizes that travel has changed and people have changed. And we have all just been through this very difficult time. Now we want to inspire people, but we want to do it in a way that feels authentic to where we are.