Marriott Aims For Brands Within Brands

Marketing 30 brands is a lot easier when you can group a few of them together. That's what Marriott — which added multiple brands after it acquired Starwood in 2016 — has done recently with a campaign that combines the company’s three “collection” brands of 300 hotels total: The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio. 

The collections are comprised of independent hotels that do not carry the Marriott name but participate in the Marriott Rewards loyalty program and other company-wide initiatives.

The creative effort was made in response to the trend among travelers seeking individual travel experiences that include the mega-brand perks -- like loyalty points –- that Marriott offers. 

The campaign was shot on five continents and was designed to show the kinds of experiences guests at collection properties might enjoy. Images features a desert resort in Dubai, a hotel in the arts district of Singapore and a palace hotel in the heart of Granada, Spain. 



There’s a 60-second video, as well as shorter ones distributed through in-flight entertainment and movie theaters, as well as digital and social media. Each video leads back to a micro-site that tells the story of the three brands. 

The campaign was conceived, developed and produced by creative agency Matte Projects, a, together with the brands’ marketing teams. 

One aim of the campaign, according to Carly Van Sickle, director of global brand marketing for The Luxury Collection, is to differentiate the three brands: The Luxury Collection, firmly within the luxury category; Autograph, for high design and “immersive stories”; and Tribute, for hotels that are rich in character and reflect a local feel. Everybody knows the Gritti Palace in Venice, for instance, said Van Sickle, but most are surprised to know it’s now part of the Marriott family. 

This is not the first time Marriott has embarked on a “category” campaign for both Marriott and former Starwood brands. There had been a campaign that focused on “select service” brands:  Courtyard by Marriott, Fairfield Inn and Suites, Four Points by Sheraton and SpringHill suites. 

With 50 new hotels to be added among the three brands by the end of next year, said Van Sickle, it was important to place a spotlight on the three collections and to alert consumers to what is different about each of them. 

If you’re finding it tough to market a single brand in today’s landscape, consider how Marriott is dealing with a very complex portfolio to see how “breaking it down” might make it easier.

1 comment about "Marriott Aims For Brands Within Brands".
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  1. PJ Lehrer from NYU, February 2, 2019 at 9:46 a.m.

    This is a good start.  But now they need to follow Hyatt's lead and look for common threads among users of each collection.  More here...

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