Marriot announces its new rewards program “Bonvoy”
Marriott International has launched a global marketing campaign introducing Marriott Bonvoy, the new name that replaces Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG). The campaign celebrates Marriott Bonvoy as a travel program with the tag line “Rewards Reimagined” through its 30 hotel brands.
“Marriott Bonvoy expresses the joy of ‘good travel’ made possible by our unmatched portfolio of hotels, culture of hospitality and unique member benefits,” says Karin Timpone, global marketing officer, Marriott International, in a statement. “Our aim is to build awareness for Marriott Bonvoy and to inspire more people to travel.”
About the campaign
Platforms: The campaign encompasses advertising across television, digital video, mobile, print, social media, out of home, and cinema, as well as special events and member access to partner experiences around passion points like sports and entertainment. In addition, Marriott’s websites and mobile apps, co-branded credit cards and original content such as Marriott Bonvoy guest-room television and digital publication Marriott Bonvoy Traveler all reflect the new name.
Direction: The TV spots are directed by Oscar-nominated filmmaker Jean-Pierre Jeunet in conjunction with Marriott Creative and Content Marketing and the agency Observatory Marketing. The spots are 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. Each hotel vignette shares the joy of good travel using one word, “Bonvoy!”
Location & duration: The campaign will span 22 countries pulsing media throughout the year and will take advantage of major cultural events to further showcase the new travel program around the world. The campaign will include television advertising and digital video in the US, as well as in other global markets in Asia, Europe, North America and South America.
The initial television spot will premiere in the US during the 91st Oscars and in another first, will be featured within an insulated commercial pod during the broadcast on ABC. The media was planned by Marriott One Media, a dedicated unit within Publicis Groupe.
Partnerships
Marriott is bolstering its roster of experiential marketing partners by entering into a multi-year agreement with Manchester United Football Club. The marketing partnership brings together sales and marketing activities around the globe.
Marriott Bonvoy branding will appear prominently on ground-level “digiboards” within Old Trafford stadium and will be visible during globally televised matches. Marriott Bonvoy members can bid points for access to a branded luxury suite within the stadium to enjoy great views of the pitch and be treated to VIP hospitality.
In addition, Marriott Bonvoy Moments, the program’s digital platform designed for members to purchase or redeem points for unique experiences, will add Manchester United matches, VIP experiences and more. By bidding the points they have earned through hotel stays and Marriott co-branded credit cards, members can access experiences including meeting club legends and stadium tours.
Manchester United is the latest addition to the list of Marriott Bonvoy’s marketing partnerships with brands like Universal Music Group and the FIA Formula OneTM World Constructors’ Champions, Mercedes-AMG Petronas Motorsport.
Marketing partnerships also provide access to popular cultural events like Coachella Valley Music and Arts Festival, NCAA Final Four, Hong Kong Sevens, Emirates Airline Dubai Jazz Festival presented by Mastercard, Mutua Madrid Open, World Golf Championships-Mexico Championship, in addition to fan experiences with sports teams including FC Bayern Munich and Toronto Maple Leafs and, in a tie-in with the global advertising launch, the Oscars.
Consumer reaction
Users have taken to social media to express their confusion about the made-up name, with one Twitter user saying, “Would love to hear the stories behind testing naming and what came out in focus groups with “Bonvoy” lol” and another saying, “So confused and amazed that they launched “Bonvoy” without any Marriott branding, at least for a transition period”.
Bonvoy’s rollout follows Marriott’s disclosure in late 2018 of a data breach – what the New York Times reported as the largest in history – in which 383 million customer records were hacked.
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