In 2023, Marriott Bonvoy shifted its broad inspiration message to focus on the fundamentals – helping people understand what we offer and why we matter – to drive affiliation and growth. The core creative idea, developed in partnership with the independent creative agency Superbloom, centered on Marriott Bonvoy being “more than you expected – in your surroundings with accommodations that match your personality; experiences or moments of learning, discovering, and exploring; and in yourself by uncovering the unexpected.
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To connect with younger audiences the creative expression channeled main character energy, a theme crossing social platforms through which consumers see themselves as the protagonist of their own story, living life confidently, intentionally and authentically. This strategy put the human experience in the spotlight and featured hotel brands as a backdrop, challenging the tired travel advertising trope of hotel property as hero. The campaign narratives were focused on two priority demand spaces – wellness and culinary experiences.
The soundtracks driving these campaign spots were re-records of the classic B-52’s song, “Roam Around the World”, produced with our partners Squeak E. Clean Studios and versioned more than 10 unique ways. This track selection leaned into the popularity of nostalgia, introducing a classic to younger generations while striking a familiar chord with older audiences. Squeak E. Clean also led the development of Marriott Bonvoy’s sonic branding which was introduced with this work.
Film Direction: India Harris
Photography: Jenna Saint
Production: Superbloom
