Marriott Bonvoy is Marriott International’s loyalty programme that allows members to earn and redeem points when they stay with Bonvoy properties.
At the beginning of 2022, domestic travel was the main travel sentiment, as international borders were not open. As entry restrictions around the globe were lifted towards the end of the year, international travellers once again became a target group for the highly-competitive hospitality industry.
Our key challenge was to enhance the reputation of the Marriott Bonvoy portfolio in the Hong Kong, Macau and Taiwan markets during both pandemic and post-pandemic periods.
Strategy Kept Marriott Bonvoy top of mind for travellers by creating monthly themed content campaigns for each market. Trending themes such as staycations, art, fashion, local culture and horoscopes were used to tap into the target audience’s travel passions. Creative and localised visual designs and taglines were used to supplement the content.
Narrative Rather than using the hotel’s offerings as a direct hook, the content campaigns communicated the distinctive hotel portfolio by capitalising on trendy, themed itineraries and nearby tourist attractions. This created a desire to travel while simultaneously increasing understanding and anticipation of hotel facilities, including in-room amenities and F&B offerings.
Influencer Engagement Collaborated with influencers and celebrities of relevant tribes to produce engaging visuals and resonate with the target audience. For example, fashion models were engaged for campaigns that showcased Instagrammable spots, while travel influencers were selected for campaigns that connected with international travellers to show them the best side of the destination.
