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Hotel Industry Updates

Marriott Bonvoy Utilizes the ‘Power of Animation’ in Global Holiday Campaign

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This week, Marriott Bonvoy — the travel program of Marriott International — announced the launch of its new global holiday campaign, which highlights its portfolio of 30 brands and suite of offerings. “Inspiring staycations, road trips and all the travel opportunities that reside just around the corner, the animated digital and social effort creates an extravagant visual world through a magical storybook narrative reminding people that joy can be near,” Marriott says.

“While this year has challenged how we all think of the typical holiday season, we sought to create an emotive message to inspire those dreaming of travel now and beyond the holiday season,” said Brian Povinelli, the senior vice president of brand, loyalty and portfolio Marketing at Marriott International. “This new campaign reminds us of memorable travel experiences and highlights the joy and anticipation of an escape, whether that’s a staycation near home, or plans for future travel at any of our 30 extraordinary brands around the globe.

“While this year has challenged how we all think of the typical holiday season, we sought to create an emotive message to inspire those dreaming of travel now and beyond the holiday season.”

The campaign uses illustrations to create a visual world that features what the 30 brands have to offer, including personalized welcomes at The Ritz-Carlton and stunning room views at Sheraton Hotel. “The new animated holiday campaign stemmed from research findings on the power of animation as an engaging instrument to express an idea and invite curiosity, imagination and magic,” Marriott says.

The campaign, it says, consists of displays, six- and 15-second films, social media and is anchored by a 70-second hero film that follows a family to a wide range of hotels in the portfolio and highlights how their festivities are made better with the help of a magical suitcase. “Embodying the renowned spirit of Marriott hospitality, the suitcase serves as a nostalgic guide, leading the family beyond their screens and into the world of holiday joy beyond their own home,” Marriott adds.

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