Marriott plugs rebranded 'Bonvoy' rewards program amid some consumer confusion

The made-up word could mean anything

Published On
Feb 20, 2019


During the 91st Oscars, Marriott International launched a global marketing campaign introducing Marriott Bonvoy, the new loyalty platform taking the place of Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG) during a dedicated 60-second commercial pod.

Celebrating the travel program with the tagline "Rewards Reimagined”, the campaign includes a whimsical-yet-grand television spot directed by Independent Media's Oscar-nominated filmmaker Jean-Pierre Jeunet (Amélie) in conjunction with Marriott Creative and Content Marketing and the agency Observatory Marketing.

With cinematography by two-time Oscar-winner Janusz Kaminski, the campaign features short vignettes filmed at Marriott International properties including The Ritz-Carlton, Kyoto, W Verbier, JW Marriott Nashville, The Westin Golf Resort & Spa Playa Conchal, Sheraton Grand Hotel, Dubai and the Courtyard by Marriott Sedona.


Feb 20, 2019
Agency :
Client :
SVP Global Loyalty :
David Flueck
VP Creative / Content Marketing :
Scott Weisenthal
VP Global Loyalty Brand & Portfolio Marketing Director Global :
Sheila Holman
Brand Lead :
George Fleck
VP Global, Classic Select Brands :
Paige Francis
Senior Director Brand Marketing - Courtyard Hotels :
Craig Fowler
Loyalty Marketing :
Lauren O’Neal
America's Property Marketing Leader, W Hotels Worldwide :
Bradley Wulff
Senior Manager Brand Marketing - JW Marriott :
Marnie Metzman
VP/ Digital/ Loyalty & Portfolio Marketing :
Jitendra Jain
VP/ Premium & Select Brands :
Sandra Schulze
VP Brand Marketing, The Ritz-Carlton :
Nick Teare
Global Brand Marketing Director, The Ritz-Carlton :
Jamie Kerr
Senior Director of Loyalty Partnerships and Portfolio, APAC :
Yumi Kodama
Manager B2B Program and Communications, APAC :
Public Relations & Marketing Manager at The Ritz-Carlton, Kyoto :
Anri Yamazu
SVP of Loyalty :
David Fleuk
Senior Manager/ Marriott International :
Anne-Carter Blankenship
Jae Goodman
Creative Director :
Stevie Laux
Creative Director :
Joe Saroufim
Senior Art Director :
Bianca Pettinichi
Senior Producer :
Carly Allen
Managing Director :
Brendan Shields-Shimizu
Brand Executive :
Samantha Oto
Co-Chief Creative Officer :
Tony Fur
Creative Services Manager :
Julie Reizes
Brand Executive :
Brooks Varni
Junior Designer :
Maddie Avjean
Junior Copywriter :
Charles Long
Production Company :
Independent Media
Director :
Jean-Pierre Jeunet
Director of Photography :
Janusz Kaminski
Executive Producer/Managing Director :
Susanne Preissler
Executive Producer :
Liam Ahern
Editorial :
Arcade Edit
Managing Partner :
Damian Stevens
Executive Producer :
Crissy DeSimone
Head of Production :
Kirsten Thon-Webb
Editor :
Paul Martinez
Assistant Editor :
Dean Miyahira
Producer :
Sarah Schachte
Color :
Producer :
Bob Peishel
Colorist :
Mike Hatzer
Head of 2D/Compositor :
Jim Spratling
2D Lead :
Benji Davidson
Executive Producer VFX :
Lexi Stearn
Producer :
Therese Mayer
Executive Producer Telecine :
Meghan Lang

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