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.