After the widespread breach of their Starwood Rewards program, Marriott International is starting over. The hotel brand has announced Marriott Bonvoy, the new name for Marriott Rewards, The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG).
The rewards program will be available throughout the 30 hotel brands under the Marriott umbrella. Marriott has launched a brand new marketing campaign across TV, digital video, mobile, print, social media, out of home, theaters, as well as Marriott’s websites and mobile apps.
“Marriott Bonvoy expresses the joy of ‘good travel’ made possible by our unmatched portfolio of hotels, culture of hospitality and unique member benefits,” said Karin Timpone, Global Marketing Officer, Marriott International. “Our aim is to build awareness for Marriott Bonvoy and to inspire more people to travel.”
Marriott’s marketing campaign for Marriott Bonvoy will span across 22 countries, and their first TV spot will be featured in the Oscars this weekend. Marriott is also teaming with Manchester United for a multi-year agreement.
“Marriott Bonvoy will reach the largest sports fanbase in the world, including Manchester United loyalists who travel to watch the team play league matches and exhibitions around the world,” the company said in a statement. “In addition, Marriott Bonvoy Moments, the program’s digital platform designed for members to purchase or redeem points for unique experiences, will add Manchester United matches, VIP experiences and more.”
Members may have access to events at Manchester United matches, including meeting club players (and former players) and stadium tours; shadowing the stadium announcer and helping with the pre-match preparations; and following the team’s “Kit Manager” as they prep the home team’s dressing room for the players arrival.
Marriott Bonvoy is also partnered with brands Universal Music Group and the FIA Formula OneTM World Constructors’ Champions; Mercedes-AMG Petronas Motorsport; Coachella Valley Music and Arts Festival; NCAA Final Four; Hong Kong Sevens; Food Network & Cooking Channel South Beach Wine & Food Festival; Emirates Airline Dubai Jazz Festival; Mutua Madrid Open; World Golf Championships—Mexico Championship; FC Bayern Munich; and the Toronto Maple Leafs.