US: Marriott International has announced its first-ever marketing campaign for its extended stay brands.
Called Room for Possibility, the campaign spotlights the brands that “enable business travellers the freedom to maintain their lifestyles, uninterrupted on the road”.
The integrated effort features Residence Inn by Marriott, Element Hotels and TownePlace Suites by Marriott to reinforce each brand’s style and offerings, while highlighting “their spacious accommodations that provide the extra space and amenities business travellers desire”.
The multi-platform campaign is the first from Marriott International since the hospitality industry leader introduced its new loyalty platform Marriott Bonvoy earlier this year.
The extended stay category accounts for 20 per cent of Marriott International’s portfolio as well as 25 per cent of its global growth. A qualitative research study commissioned by Marriott International was leveraged to develop the Room for Possibility campaign. Marriott says: “While the brands have always designed for more space and a better experience, the research showed more so than ever that travellers are looking to blend the best parts of being at home with the best parts of being on the road, free from the regular routines of life and that is what these brands offer.”
Paige Francis, vice president global brand marketing, Marriott Classic Select Brands, said: “We believe that when people travel, they shouldn’t have to compromise on the experience. We’ve designed these brands to allow guests the flexibility and versatility to choose how they eat, work, and experience a destination. We know our guests crave the comforts of home as well as the freedom that travel allows, inspiring this campaign to celebrate how business travellers can live their lives while on the road, beyond the business they came for.”
Room for Possibility includes “individual 30-second spots highlighting the distinct experiences and amenities across the featured brands, with an all-encompassing, anthemic 60-second spot bringing all three together”.
The campaign will span the US and Canada with broadcast, in-flight, in-airport and digital/social. Marriott International collaborated with mcgarrybowen to develop and produce the campaign, with the spots directed by Jonathan Baker and Josh Baker of RESET Content.</p
