Across all brands
The campaign features a series of stories
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.
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.