• by Larissa Faw , February 22, 2019

Marriott International is using the Oscars telecast on Sunday to unveil the hotel company’s Marriott Bonvoy loyalty program. The new effort merges and rebrands the Marriott Rewards, Ritz-Carlton Rewards and Starwood Preferred Guest (SPG) programs under one umbrella.

The creative, developed with Observatory Marketing and Independent Media, highlights various properties, including the JW Marriott Nashville and W Verbier, while guests proclaim "Bonvoy" during activities, like drinking wine or playing golf. The campaign’s tagline: "Rewards Reimagined."

The ad will air during a dedicated 60-second commercial pod during Sunday's broadcast, a first for the award show.  “Rewards Reimagined” will run across television, digital video, mobile, print, social media, out of home, and cinema, as well as special events.