Marriott International has launched a new landmark ad campaign.
For the first time Marriott is focusing on brand categories, versus relying on individual campaigns for its 30 brands.
The ‘Golden Rule’ campaign features four of Marriott’s “classic select” brands together: Courtyard, Fairfield, SpringHill Suites and Four Points.
These are four of the company’s top brands, making up more than a third of Marriott’s total properties overall.
Marriott hopes the approach will yield marketing efficiencies, as it enables a series of “firsts” that may not have been possible through individual brand budgets.
These include primetime television debuts for each brand (outside of Courtyard’s football-specific ads) and television debuts for Four Points and SpringHill Suites, while also marking the first time these brands will appear in cinema.