Marriott Bonvoy joins March Madness craze to celebrate game-day rituals

Dive Brief:

Marriott Bonvoy, the hotel chain’s loyalty platform, has launched a new campaign ahead of March Madness, per details shared with Marketing Dive. The effort celebrates the rituals of NCAA athletes, coaches and fans as they prepare for games at Marriott Bonvoy hotels.
The effort was created by Mariott’s in-house agency, Riott Haus Creative, and launched Feb. 19 with 15- and 30-second spots running across digital media. The effort will debut on linear TV beginning March 19, supported by radio ads and out-of-home placements in March Madness championship markets.
Marriott is supporting the push with a variety of athlete name, image and likeness (NIL) content on TikTok and Instagram throughout the spring. In addition, a sweepstakes will offer consumers the chance to win a trip to the Women’s Final Four in Cleveland, Ohio.

Dive Insight:

Now in its eighth year as the official hotel partner of the NCAA, Marriott is hoping to benefit from the many fans who will travel to see their favorite teams compete in the March Madness basketball frenzy. The “Score Big with Marriott Bonvoy Game Day Rituals” campaign, which launched a month ahead of the tournament, could help the brand stay front-of-mind as consumers begin mapping out where they might stay come game day.

The effort aims to bring game-day rituals to life while celebrating the travel experiences offered by Marriott Bonvoy’s portfolio of 30-plus hotel brands. A 30-second spot, “Game Day Rituals,” depicts fans getting amped up for game day at various Marriott hotels before cutting to women’s college basketball coach and Marriott partner Sydney Carter meditating at the JW Marriott Clearwater Beach Resort & Spa as part of her pre-game ritual. The spot then shifts to University of North Carolina point guard and Marriott partner Elliot Cadeau — who is seen walking through Fairfield Inn & Suites Raleigh Wake Forest — while the school’s marching band performs a cover of “Roam,” the tune that underscores Marriott Bonvoy’s “Roam Around The World” campaign that launched last spring.

“Game Day Rituals” was directed by Scott Cudmore and produced by Good Company. The campaign will jump to linear TV on March 19 and last for the duration of March Madness. Additionally, the spots will be supported with radio ads and OOH placements in March Madness championship markets, which include Phoenix, Arizona, and Cleveland, Ohio. Marriott is further bolstering the media blitz on Instagram and TikTok with NIL content featuring basketball, softball, track and field and gymnastics athletes.

Rounding out the effort is a sweepstakes offering consumers the chance to win an exclusive experience at the Women’s Final Four in Cleveland, inclusive of flights and hotel accommodations, courtside seats and a “game day rituals session” with Carter. To enter, consumers beginning on Feb. 20 can visit a microsite and enter their Marriott Bonvoy number — or sign up to become a loyalty member — and share their eccentric game-day rituals.

While a March Madness push is predictable for Marriott as the NCAA’s hotel partner, the hospitality giant has also unveiled other creative plays intended to reach new audiences. In 2022, Marriott launched the Marriott Media Network, a cross-platform ad solution for marketers that it claimed was a first for the category.