Marriott plugs rebranded 'Bonvoy' rewards program amid some consumer confusion
The made-up word could mean anything
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.