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What’s ‘category marketing’? Marriott will tell you

Marriott International is entering category marketing, leveraging a set of brands to present a more powerful offering to consumers. Its “classic select” Courtyard by Marriott, Fairfield Inn & Suites, Four Points by Sheraton and SpringHill Suites, which represent more than a third of the properties in Marriott’s 30-brand portfolio, are being united in an advertising campaign that highlights service rooted in human connection and the “Golden Rule” message.

A new strategic advertising approach to connect guests with its brands and associates, “Golden Rule” debuted this week in the U.S. The centerpiece of the campaign, “Human,” is a 60-second spot that focuses on the brand message in its hotels and around the world. To complement it, a series of 30-second spots will tell stories from associates that reinforce warmth, familiarity and human connections.

“With these four brands comprising a third of Marriott’s portfolio, we use our powerhouse status to celebrate human connections, whether it’s in Seattle or Singapore,” said Paige Francis, vice president of global brand marketing. 

The campaign’s multi-platform media plan will hit all screen sizes, first in the U.S. and then next month in Canada, with a media plan consisting of cinema, broadcast, in-flight and mobile.

The ads will be complemented by digital-only content that highlights associates and guests at properties around the world. These stories will be featured on the campaign’s landing page (goldenrule.marriott.com) along with social media channels. Marriott is also preparing a docuseries for later this fall celebrating examples of altruism.

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