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

The made-up word could mean anything

Published On
Feb 20, 2019

Description

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.

Credits

Date
Feb 20, 2019
Agency:
Observatory
Client:
Marriott
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:
XY Me
Public Relations & Marketing Manager at The Ritz-Carlton, Kyoto:
Anri Yamazu
SVP of Loyalty:
David Fleuk
Senior Manager/ Marriott International:
Anne-Carter Blankenship
CEO:
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:
Technicolor
Producer:
Bob Peishel
Colorist:
Mike Hatzer
VFX:
MPC
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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Project Type