Marriott Bonvoy
The Brand
Marriott Bonvoy is Marriott International’s global travel program, offering members exclusive perks, seamless booking experiences, and access to a vast portfolio of over 30 hotel brands worldwide. Designed for modern travelers, the program enhances every journey with personalized rewards, unique experiences, and a commitment to exceptional hospitality.
The Client
“The Workationer”. Professionals who went remote following the Covid-19 pandemic and want to take their remote work on the road.
Their Ask
How can Marriott Bonvoy reignite engagement among existing members by showcasing the value of its loyalty program, repositioning travel in a post-pandemic world, and differentiating itself from competitors?
We need a creative solution that reminds members why they joined, inspires them to travel again (or take advantage of remote work benefits), and increases active participation in the program. The strategy should make Marriott Bonvoy top-of-mind, reinforcing its unmatched rewards, exclusive experiences, and the ease of earning and redeeming points.
Our Solution
Marriott Bonvoy will launch a multi-channel media campaign leveraging high-profile influencers like Drew Barrymore and Shay Mitchell to showcase the benefits of “Workations,” blending work and leisure at Marriott properties. A Loyalty Ambassador Program will activate engaged members as brand advocates, driving organic awareness and community-building around the Boundless card. To further boost engagement, giveaways and contests—such as an Instagram partnership with Shay Mitchell and Marriott Bonvoy points incentives—will encourage user-generated content and reinforce brand loyalty.
My Role
As the Creative Director, I developed the central concept of the "Workation"—a fresh take on travel that seamlessly blends work and leisure at Marriott properties. I led the creation of multichannel advertising materials, including billboards, social media content, and print ads, ensuring a cohesive and compelling visual identity. Additionally, I designed and assembled the campaign book, crafting a polished and strategic presentation that brought the vision to life.
BILLBOARD
SOCIAL MEDIA
The Results
As a mock campaign, real-world results are not available; however, success would be measured through key performance indicators (KPIs) that reflect increased engagement and brand loyalty. App Engagement Metrics would track changes in app usage and in-app notification interactions pre and post campaign. Social Media Engagement would be assessed through follower growth, likes, shares, and user-generated content sparked by influencer collaborations. Additionally, the Member Retention Rate, particularly among Boundless cardholders, would serve as a key indicator of the campaign’s long-term impact on loyalty and repeat bookings. These metrics would collectively demonstrate the effectiveness of Marriott Bonvoy’s re-engagement strategy.