Marriott International is launching a global marketing campaign introducing Marriott Bonvoy, the new name that replaces Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG), including signing a multi-year agreement with Premier League's Manchester United Football Club.
The campaign celebrates Marriott Bonvoy as a travel programme with the tag line 'Rewards Reimagined' through its 30 hotel brands. Highlighting the campaign will be television spots directed by Oscar-nominated filmmaker Jean-Pierre Jeunet in conjunction with Marriott Creative and Content Marketing and the agency Observatory Marketing. Two-time Oscar-winner Janusz Kaminski will be overseeing the cinematography. The Marriott Bonvoy campaign will span 22 countries throughout the year and will take advantage of major cultural events to further showcase the new travel programme around the world.
Marriott has also entered 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.
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In addition to reaching a huge sports fanbase, Marriott Bonvoy Moments, the programme’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. Upcoming experiences available exclusively on Marriott Bonvoy Moments, will allow members who are hosted in the Marriott Bonvoy suite to enjoy: shadowing the stadium announcer and helping with the pre-match preparations; welcoming the first team on their arrival at Old Trafford; following the team’s kit manager as they prep the home team’s dressing room for the players arrival.
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.