Diving overview:
- Marriott Bonvoy, the hotel chain's loyalty platform, has launched a new campaign ahead of March Madness, according to details shared with Marketing Dive. This initiative celebrates the NCAA's ritual of players, coaches and fans preparing for games at the Bonvoy Marriott Hotel.
- The initiative was developed by Marriott's in-house agency, Riot House Creative, and began airing 15- and 30-second spots on digital media on February 19th. The initiative will be supported by radio advertising and outdoor advertising in the March His Madness Championship market, debuting on linear TV starting March 19th.
- Throughout the spring, Marriott is supporting this push with name, image, and likeness (NIL) content from a variety of athletes on TikTok and Instagram. In addition, the sweepstakes offers consumers the chance to win a trip to the Women's Final Four in Cleveland, Ohio.
Dive Insight:
In its eighth year as the official hotel partner of the NCAA, Marriott expects to benefit from the March Madness basketball frenzy that sees many fans travel to watch their favorite teams play. The “Score Big at Marriott Bonvoy Game Day Ritual” campaign, launched a month before the tournament, shows the brand always attracts attention as consumers start planning where they will stay on game day. may be helpful.
The initiative aims to bring game day rituals to life while celebrating the travel experiences offered by Marriott Bonvoy's portfolio of more than 30 hotel brands. The 30-second spot “Game Day Rituals” depicts fans getting excited for game day at various Marriott hotels, before featuring women's college basketball coach and Marriott partner Sydney Carter at the JW Marriott Clearwater Beach Resort & It depicts someone meditating at a spa. pre-game ritual. The spotlight then shifts to Elliott Caddo, a point guard at the University of North Carolina and Marriott's partner, as the school's marching band performs a cover of Marriott Bonvoy's “Roam,” a song that highlights “Raleigh Wake Forest.” He was spotted walking around the Fairfield Inn & Suites Raleigh Wake Forest. The “Roam Around The World” campaign started last spring.
“Game Day Rituals” was directed by Scott Cudmore and produced by Good Company. The campaign will jump to his linear TV starting March 19th and will continue throughout March Madness. Additionally, this spot will be supported by radio advertising and OOH placements in March His Madness His Championship markets including Phoenix, Arizona and Cleveland, Ohio. Marriott furthers its media blitz on Instagram and TikTok with NIL content featuring athletes in basketball, softball, track and field, and gymnastics.
The initiative concludes by offering consumers the chance to win exclusive experiences at the Women's Final Four in Cleveland, including airfare, hotel accommodations, courtside seating, and a “game day ceremonial session” with Carter. This is a sweepstakes offered to To participate, starting February 20, consumers can visit the microsite and enter their Marriott Bonvoy number or sign up to become a loyalty member and share their quirky game day rituals. be able to.
While the March Madness push is predictable for NCAA hotel partner Marriott, the hospitality giant also announced other creative efforts aimed at reaching new audiences. In 2022, Marriott will Marriott Media Networka cross-platform advertising solution for marketers, claimed to be the first in its category.
