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Marriott strengthens loyalty marketing

Profile Photo By: Carsten Hennig
September 17, 2016

Marriott strengthens loyalty marketing

Bethesda, Maryland – 17 September 2016
Marriott RewardsMarriott Rewards, Marriott International’s award-winning loyalty program, launched a new portfolio marketing initiative featuring loyalty member stories, leveraging key partnerships, and activating at events throughout the year. A key centerpiece of the initiative is a new advertising campaign starring Marriott Rewards members. Using the tagline “You Are Here” across multiple marketing channels, the campaign will debut tonight on U.S. broadcast television during NFL football, followed by placements on Facebook’s new, immersive mobile experience, Canvas, and through multi-platform sponsorship with CNN in over 126 countries. You Are Here will expand globally into markets in North America, Europe, Latin America, Middle East, Africa and Asia.

“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. “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, all Marriott Rewards members will be invited to share their own memorable travel moments at events, on our website, and on Marriott Traveler, the company’s digital travel magazine. The members story section on Marriott Traveler will launch with ten member and social media influencer stories with more added throughout the year.

Exclusive partnerships provide unique access for Marriott Rewards members and are another way the portfolio initiative is coming to life. Members can fuel their passions by taking advantage of Marriott’s partnerships with the NFL, NBA, Universal Music Group and others. Throughout the year, members can explore the recently introduced Experiences Marketplace which provides once-in-a-lifetime experiences including meet and greets with sports legends, and access to popular concerts, and huge sporting events like the 2017 NBA All-Star and Super Bowl LI.

Throughout the year there will be other opportunities for Marriott Rewards members to capitalize on the partnerships including:

  • An exclusive concert for Marriott Rewards members on September 22 at L.A. Live featuring multi-platinum artist Demi Lovato and acclaimed funk-pop quartet DNCE.
  • An opportunity to make the most of their tailgate at select NFL games by tweeting their tailgating requests to @MarriottRewards using #YouAreHere. Fans can leverage Marriott to replace that broken folding chair, deliver the BBQ tools accidentally left at home, get sideline passes to the game, or even Super Bowl tickets.
  • With burgers, brats, and beers, Londoners will get a taste of tailgating American style at the NFL on Regent Street Fan Fest. The Marriott Rewards football fun precedes the kickoff of the NFL International Series game on October 2. Nearly 150 members will get exclusive access to watch the game in style from a luxury suite in the famed Wembley Stadium.


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