In a nod to the Gen X and Gen Y travelers who blend work with leisure, the new campaign incorporates the brand’s full array of travel experiences. The six visually arresting watercolor illustrations appear as silhouettes within Marriott Hotels & Resorts in London, Beijing, Aruba and Pune, India. Whether set in the background of a reinvented lobby lounge, well-appointed guest room, beach-front pool or luxurious spa treatment room, the new advertising punctuates the breadth of the 506 Marriott Hotels & Resorts worldwide for business and leisure travel.
“Our vibrant new advertising campaign not only captures the eye but also brings to life the compelling experiences Marriott Hotel & Resorts offers world travelers,” said Paul Cahill, senior vice president, brand management for Marriott Hotels & Resorts. “With such a diverse portfolio of properties, our guests can conduct business almost anywhere in the world, explore new destinations, or revitalize their spirits at one of our resorts. The creative concepts by mcgarrybowen were brought to life with Kareem Iliya’s watercolors, setting this campaign apart from the usually tame world of hotel marketing.”
The multi-million dollar advertising campaign will continue through the end of the year in key source markets: Abu Dhabi, Atlanta, Bahrain, Bangalore, Beijing, Bogota, Caracas, Chicago, Dallas-Fort Worth, Delhi, Dubai, Frankfurt, Hong Kong, London, Los Angeles, Mexico City, Mumbai, New York, Paris, Sao Paulo, Shanghai, Singapore, Sidney, Tokyo and Washington, DC. The “Experience more at Marriott” advertising campaign, which was created by mcgarrybowen, will be strategically placed primarily in 26 gateway airports to ensure global travelers take notice. For example, the advertising will blanket 168 digital panels in Heathrow Airport located in main walkways, elevators and escalators as travelers traverse to and from the Heathrow Express and the arrival and departure terminals.
The Marriott Hotels & Resort brand offers the widest array of accommodations within the Marriott International portfolio of brands. Of its 506 hotels worldwide, more than 60 are resorts located in premier destinations from sandy beaches in the Caribbean, Latin America, Hawaii and Florida to golf resorts in Spain, United Kingdom and United States to tropical settings in China and Thailand. Nearly 40 resorts offer golf on the property or nearby. More than 50 resorts offer world-class, full-service spas on the property.
The Marriott Hotels & Resorts brand continues to expand globally, especially in emerging travel destinations. Recently, hotels and resorts have opened with the 364-room Jaipur (India) Marriott Hotel, the 199-room Rayong Marriott Resort & Spa located on the Gulf of Thailand and the 392-room Haikou Marriott Resort and Spa located on China’s Hainan Island. In addition, the brand plans to expand its presence in new markets in Cartagena, Colombia; Algiers, Algeria; Marrakech, Morocco; Accra, Ghana; Kigali, Rwanda; and in multiple locations in Vietnam.
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