Marriott recruits ‘real guests’‘on Twitter for new campaign

October 06, 2009 | Hospitality Industry

Marriott does away with casting calls, glamorous models and impeccably staged scenes to let real guests help define the iconic hotel brand. Loyal, high performing guests, recruited via Twitter, Marriott Rewards and hotel general managers, are lending their names and faces to the brand's newest awareness and advertising campaign called "The Driven."

The Driven campaign breaks through the clutter of hotel advertising by focusing on real guests and their reasons for choosing Marriott Hotels & Resorts, a full service, upscale brand within the Marriott International, Inc. portfolio of 18 brands. There’s never been a time when results or performance are more critical—and Marriott’s newest offerings are designed to keep travelers operating at their peak while on the road. From our genuine care service standards to innovative lobby and menu updates, Marriott Hotels & Resorts understands and meets the unique needs of The Driven.

Cydni - from Salt Lake City area co-founded a software company where she’s the Chief Marketing Officer, and the Women’s Tech Council where she says, “. . .women business leaders can connect and do some amazing things.” Click here to see Cydni’s ad.

Olu - from the Boston area is a pediatrician, tri-athlete and father, who told us, “At the end of the day, when I think that I’ve accomplished a lot, it just makes me feel completely content, completely at peace and I usually have a great night’s sleep.” Click here to see Olu’s ad.

David - from Princeton N.J. is an accountant, who captained his college tennis team to the NCAA Division 1 championship. On the importance of staying in touch with family and the office while on the road, “Being connected is as essential as air to breathe or water to drink—well, just about.” Click here to see David’s ad.

“We chose focused, demanding, on-the-go professionals to tell their story of Marriott Hotels & Resorts because they represent our core customer. No one can speak to the experience and benefits at Marriott better than the customers themselves. That’s what this campaign is all about,” said Deborah Fell, senior vice president, Marketing Strategy and Integration. “In their own words, these travelers describe how our new product updates—such as adaptable lobbies for working and relaxing, innovative dining and menu options, and 24-hour fitness centers—help them stay on top of their game. The hotel staff is a key part of the message too, as they are driven to deliver for our guests every day.”

While the use of real customers is a growing trend in marketing campaigns, it is still a rarity in the hotel industry, as Forbes noted in a story recently.

The multi-year campaign was developed by Marriott Hotels & Resorts agency of record mcgarrybowen in New York. The first phase in the U.S. and Canada includes out of home advertising, such as airports, and online advertising. A new website (WhereTheDrivenGo.com) includes fast-paced videos narrated by the featured guests who take viewers through the changes occurring at hotels worldwide. The campaign will go global early next year. Guests can participate in future ads by signing up at yourmarriottstory.com.

Related Link: Marriott Hotels & Resorts on the new Driven website