Marriott will promote its new Marriott Bonvoy rewards program, which replaces the Marriott Rewards, Ritz-Carlton Rewards and Starwood Preferred Guest programs, through an extensive new campaign that launches around the Oscars this weekend.

The first TV spots will premiere during the awards broadcast on ABC on Feb. 24 in a 60-second commercial pod. The commercials were directed by Oscar-nominated filmmaker Jean-Pierre Jeunet, known for French film "Amelie," and depict different hotel vignettes using the word "Bonvoy."

The campaign, which carries the tagline "Rewards Reimagined," also includes digital video, mobile, print, social media, out-of-home and cinema integrations.

Related: Marriott plugs rebranded 'Bonvoy' rewards program amid some consumer confusion