Marriott’s Hispanic campaign to start end of October
Marriott International introduced its newest advertising campaign designed to showcase the breadth of its brands and welcome all frequent business travelers. The new "For You, We're Marriott" campaign focuses on African-American, Hispanic and lesbian, gay, bisexual and transgender (LGBT) business travelers and will run in both print and digital media through year's end.
The ads champion frequent business travelers (see example in the image), who "conquer their missions on the road without forgetting the important things in life." They also illustrate that Marriott understands the needs of all business travelers and welcomes them, across the global portfolio of Marriott hotels.
"We believe smart messaging resonates with our customers," says Joanna Todd, Vice President, Segment Strategy for Marriott. "In this latest multicultural marketing campaign, our intention is to celebrate frequent business travelers and recognize that their expectations are as diverse as they are. The campaign puts a human face on business travel, for the men and women who stay with us every night."
Ms. Todd reports that the new multi-million dollar advertising campaign launches this week with African-American and LGBT targeted placements in a range of print and online business and lifestyle media. The Hispanic campaign will launch at the end of October. In addition to partnerships with specialized and community-based media, the campaign will also generate many additional impressions in leading business publications and media including Bloomberg/BusinessWeek, Black Enterprise, The Economist, HuffPost Latino Voices and Here Media.
For You, We're Marriott is part of a larger $5 million multicultural marketing effort by Marriott that focuses on African-American, Hispanic and lesbian, gay, bisexual and transgender (LGBT) communities. The campaign was created in partnership with UniWorld Group, Inc., the country's longest-standing multicultural advertising agency, Marriott's multicultural marketing agency of record.
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