Marriott Campaign Inspired By Real Life

Marriott International, Inc. today announced the launch of a new
advertising campaign that is inspired by real life travel experiences and
showcases the company`s unique service culture. Titled “It`s the Marriott
Way,” the campaign features a series of stories that reflect Marriott`s
strong relationship with its guests and highlights the many enhancements
offered across the company`s hotel brands.

“We are a global hospitality leader with a 76-year heritage of taking care
of our guests,” said John Marriott, executive vice president, lodging.
“This campaign builds on our culture, creates an emotional connection with
the customer, and reinforces our commitment to meeting guests` needs with
the best brands in the industry.”

The television spot for the Marriott Hotels & Resorts full-service brand,
shows a business traveler packing for a trip while his daughter walks off
with one of his dress shoes, replacing it with one of hers. The traveler
arrives at a Marriott hotel in London and realizes one hour before an
important business meeting that he is missing a shoe. 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.
A key element of the spot is the Dean Martin classic, “Just In Time.”

Music plays an important role throughout the campaign, with each spot
featuring popular songs from the 30s, 40s and 50s. Specific songs were
selected and matched to the theme of each ad. The music includes such
memorable classics as the legendary rock and roll hit, “Stay,” by The
Zodiacs` Maurice Williams; Hoagy Carmichael`s “The Nearness of You;” Cole
Porter`s “I`ve Got You Under My Skin” and “You Do Something to Me;” “The
Rules of The Road” by Cy Coleman; and “All of Me” by Seymour Simons and
Gerald Marks.

“Our campaign speaks to people not as consumers but as human beings, in
the irresistible form of stories and music,” said Deborah Fell, Marriott`s
senior vice president of marketing strategy and integration. “Together
with the genius of our agency, mcgarrybowen, we are shifting our message
toward recognizing our incredible employees, showcasing our brands and
telling people what Marriott is all about.”


The new ad campaign promotes Marriott Hotels & Resorts, JW Marriott Hotels
& Resorts, Renaissance Hotels & Resorts, Courtyard, Residence Inn,
SpringHill Suites, and Fairfield Inn. The Renaissance ad concludes with
the tag line “Uniquely Renaissance.” Simultaneous with the television
advertising, Marriott will launch a multi-brand print campaign in major
daily papers, business and news magazines, as well as a series of online
The campaign was developed by mcgarrybowen of New York and includes seven
television spots that will air on major cable and network programming, and
a series of national print and online ads. Marriott is also partnering
with T3, an integrated marketing services firm specializing in interactive
and direct marketing and Carat Affiliates, which serves as a strategic
media planning and buying partner.

MARRIOTT INTERNATIONAL, INC. is a leading worldwide hospitality company
with over 2,600 lodging properties in the United States and 68 other
countries and territories. Marriott International operates and franchises
hotels under the Marriott, JW Marriott, The Ritz-Carlton, Renaissance,
Residence Inn, Courtyard, TownePlace Suites, Fairfield Inn, SpringHill
Suites and Ramada International brand names; develops and operates
vacation ownership resorts under the Marriott Vacation Club International,
Horizons, The Ritz-Carlton Club and Marriott Grand Residence Club brands;
operates Marriott Executive Apartments; provides furnished corporate
housing through its Marriott ExecuStay division; and operates conference
centers. The company is headquartered in Washington, D.C., has
approximately 128,000 employees, and was ranked as the lodging industry`s
most admired company and one of the best places to work for by FORTUNE(R).
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