Dive Brief:

• Marriott is promoting its Marriott Rewards loyalty program through a marketing effort across its global portfolio called “You Are Here” that comprises a large number of elements and channels including: loyalty member stories, leveraging partnerships, active event marketing efforts, and a multi-channel ad campaign.
• "We are inspired by our Marriott Rewards member stories and are thrilled to showcase their joy of travel in our campaign," said Karin Timpone, global marketing officer, Marriott International, in a release. "By having members tell their stories in their favorite locations, they bring our portfolio to life in an exciting way. From diving in the Caribbean, exploring the canals of Venice, and experiencing the natural beauty of South Africa, our members show the allure of travel,”
• In addition to TV spots, there is a large digital focus to the campaign with placements on Facebook’s Canvas mobile experience, smartphone-driven experiences and a multi-platform sponsorship with CNN in more than 126 countries.

Dive Insight:

Loyalty programs aren’t for every brand, but for high-touch repeat business brands such as hotels, airlines and restaurants, among others, the programs are invaluable marketing tools for making customers feel like insiders and special. A key part of the “You Are Here” campaign is event marketing where loyalty program members are offered special services such as an exclusive Demi Lovato concert and what amounts to concierge service while tailgating at select NFL games, which will be facilitated through the brand's mobile app.

At the same time, the campaign also integrates digital elements like Facebook Canvas, a full screen mobile ad experience, and by providing program members the opportunity to share memorable travel moments on the website and on the hotelier’s digital travel magazine, Marriott Traveler. The entire scope of the campaign gives its audience the opportunity to engage with the brand both online and offline.