A tie-in with Manchester United has been clinched by Marriott International to help promote its new-look guest loyalty scheme.
Marriott Bonvoy replaces Marriott Rewards, Ritz-Carlton Rewards and Starwood Preferred Guest.
A global marketing campaign describes Marriott Bonvoy as a travel programme with the tag line ‘Rewards Reimagined’ through its 30 hotel brands.
A multi-year agreement with Manchester United will see Marriott Bonvoy branding within Old Trafford to be visible during televised matches.
Members of the scheme will be able to bid points for access to a branded luxury suite within the stadium with VIP hospitality.
The marketing push includes advertising across television, digital video, mobile, print, social media, out of home and cinema, as well as special events and member access sports and entertainment events.
Marriott’s websites and mobile apps, co-branded credit cards and original content such as Marriott Bonvoy guest-room television and digital publication Marriott Bonvoy Traveller all reflect the new name.
Global marketing officer Karin Timpone said: “Marriott Bonvoy expresses the joy of ‘good travel’ made possible by our unmatched portfolio of hotels, culture of hospitality and unique member benefits.
“Our aim is to build awareness for Marriott Bonvoy and to inspire more people to travel.”
She added: “We are thrilled to offer compelling benefits to Marriott Bonvoy members, now expanded to include unique Manchester United experiences.
“This marketing partnership enables our members to access special VIP game experiences by using the points they’ve accumulated during hotel stays for unprecedented, exclusive experiences.”
Oscar-nominated filmmaker Jean-Pierre Jeunet has directed a new TV advert filmed in a “magical realism style” as part of the campaign which will run across 22 countries.
The first television spot will premiere in the US during the 91st Oscars ceremony.
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