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Marriott launches big loyalty marketing initiative

Marriott International on Thursday launched a loyalty program marketing initiative led by the use of the tagline “You Are Here” across multiple marketing channels. The campaign will debut Thursday night on U.S. broadcast television during NFL football, followed by placements on Facebook’s new, immersive mobile experience, Canvas, and through multi-platform sponsorship with CNN in over 126 countries. You Are Here will expand globally into markets in North America, Europe, Latin America, Middle East, Africa and Asia.

“By having members tell their stories in their favorite locations, they bring our portfolio to life in an exciting way,” said Karin Timpone, global marketing officer, Marriott International. “From diving in the Caribbean, exploring the canals of Venice, and experiencing the natural beauty of South Africa, our members show the allure of travel.”

In addition, all Marriott Rewards members will be invited to share their own memorable travel moments at events, on the website and on Marriott Traveler, the company’s digital travel magazine. The members story section on Marriott Traveler will launch with 10 member and social media influencer stories with more added throughout the year.

Throughout the year, members can also explore the recently introduced Experiences Marketplace, which provides once-in-a-lifetime experiences including meet and greets with sports legends, and access to popular concerts, and huge sporting events like the 2017 NBA All-Star and Super Bowl LI.

There will be other opportunities for Marriott Rewards members to capitalize on the partnerships including:

  • An exclusive concert for Marriott Rewards members on September 22 at L.A. Live featuring multi-platinum artist Demi Lovato and acclaimed funk-pop quartet DNCE
  • An opportunity to make the most of their tailgate at select NFL games by tweeting their tailgating requests to @MarriottRewards using #YouAreHere. Fans can leverage Marriott to replace that broken folding chair, deliver the BBQ tools accidentally left at home, get sideline passes to the game, or even Super Bowl tickets.
  • With burgers, brats, and beers, Londoners will get a taste of tailgating American style at the NFL on Regent Street Fan Fest. The Marriott Rewards football fun precedes the kickoff of the NFL International Series game on October 2. Nearly 150 members will get exclusive access to watch the game in style from a luxury suite in the famed Wembley Stadium.

The You Are Here creative execution, led by Grey Worldwide, uses innovative, eye-catching techniques, including cinemagraphs, to convey stories that are emotional, meaningful and inspirational to travelers everywhere. Each narrated spot concludes with Marriott Rewards’ portfolio of 18 brands.

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