Marriott’s New Campaign Focuses On How Millennials Define Work

Marriott’s New Campaign Focuses On How Millennials Define Work
Hotels, Hospitality & Travel

The hotel chain is reaching out to the demographic with an updated marking plan that espouses millennial understandings of success

Sierra Holt
  • 8 may 2018

Courtyard by Marriott debuted a new ad campaign that focuses solely on millennials. Unlike the company’s traditional marketing, which showcases the hotel’s rooms and amenities, this campaign aims to fit into the passions of the demographic.

In a one-minute commercial, a young woman working as a fashion designer travels the world, meeting with locals and exploring their culture. The woman visits multiple continents over a period of time, but her constant is staying at a Courtyard by Marriott. The commercial is narrated by a male voice who is the woman’s father, who explains that the woman forwent the standard 9-to-5 job to pursue her dream career. The commercial ends with the text, “Passion Moves Us Forward. It’s How We Think.”

This embrace of the experience, rather than the decor or services, fits with the values of the millennial consumer market. Vice President of Global Marketing for Marriott’s classic select brands Paige Francis explained that millennials are the “next generation of guests” who travel more than previous demographics, so keeping their values in mind is important. To complement the marketing change, Marriott has also introduced a new logo and website.

Marriott

Courtyard by Marriott debuted a new ad campaign that focuses solely on millennials. Unlike the company’s traditional marketing, which showcases the hotel’s rooms and amenities, this campaign aims to fit into the passions of the demographic.

+advertising
+apparel
+Brand Introduction
+campaign
+Design
+experiential marketing
+Experiential Marketing
+Fashion
+fashion / apparel
+hospitality
+hotel
+Luxury
+marriott
+Millennials
+travel
+USA
+work

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