Campaign
What if loyalty doesn't have to
feel like loyalty at all?
Most average travellers see loyalty programmes as a commitment they can’t keep.
But with Marriott Bonvoy, loyalty's easy.
Suspiciously easy. Just-relax, even-one-cuppa-counts kind of easy.
So for their first-ever APEC campaign, we broke the mould. Step away, bland montage of models enjoying hotel facilities.
Instead, we made comedy out of an everyday traveller's constant confusion – as he slowly realises even the smallest acts of relaxation can earn him points.
And to make our point doubly, nay, triply clear, we surprised three versions of the same traveller for the three biggest markets – India, Japan, and Korea.
Our campaign made one thing crystal clear.
Stay when you want, where you want,
across more than 30 hotel brands,
and the points will come, just like that.
