MARRIOTT TO BREAK $80 MILLION BRAND CAMPAIGN

New Work Is First From New York Agency McGarry Bowen

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DETROIT (AdAge.com) -- Marriott International today breaks a comprehensive campaign to promote nearly all its hotel brands, the marketer said.

Across all brands
The campaign features a series of stories

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that reflect Marriott's relationship with its guests and highlights the enhancements offered across the company's hotel brands -- Marriott Hotels & Resorts; JW Marriott Hotels & Resorts; Renaissance Hotels & Resorts; Courtyard by Marriott; Residence Inn; SpringHill Suites; and Fairfield Inn. The Renaissance ad concludes with the tagline "Uniquely Renaissance." The rest will employ the tagline "It's the Marriott Way."

Executives close to the situation said billings on the campaign are estimated at $60 million to $80 million; the marketer could not be reached at press time.

The campaign marks the first work from McGarry Bowen since the New York-based agency was given the account in last fall after Marriott shifted from Interpublic Group of Cos.' McCann-Erickson Worldwide, New York.

McGarry Bowen could not be reached for comment.

8 commercials
The first of eight television spots, for Marriott Hotels and Resorts, breaks today and shows a business traveler packing for a trip. Unbeknownst to him, his daughter walks off with one of his dress shoes, replacing it with one of hers. The traveler notices the switch when he arrives at a Marriott hotel in London. The Marriott staff goes to extraordinary and entertaining measures to solve his dilemma, with a Marriott bellman eventually providing his own dress shoes to the guest. Dean Martin's rendition of "Just in Time" accompanies the action.

In addition to TV advertising, Marriott will launch a multibrand print campaign in major daily papers, business and news magazines, as well as a series of online ads.

T3, an integrated marketing services firm specializing in interactive and direct marketing, Aegis Group's Carat, a media services network, are also involved in the campaign.

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