MUSE Silver

2022

Marriott Bonvoy 2022 Evergreen Paid Social Media Campaign

Entrant Company

Marriott International

Category

Social Media - Travel & Tourism

Client's Name

Marriott International

Country / Region

United States

As a leader in the travel and hospitality industry, Marriott Bonvoy offers the most powerful portfolio in the industry, 30 brands and 8,000+ properties across 139 countries and territories giving people more ways to connect, experience and expand their world. To communicate this and achieve our goal of creating thumb stopping content in mobile that would inspire travel no matter what phase in their travel booking journey users were in, Marriott Bonvoy US/Canada continent marketing team ran a full year social media campaign across multiple channels (Meta, Snapchat, Pinterest, Twitter, Native, YouTube, TikTok) using static, gifs, illustrations, and videos for a variety of placements from In-Feed, Reels to Stories featuring single image units, carousel units, to video units. To keep content fresh and continue to inspire travel, Marriott Bonvoy US/Canada team rotated in new creative content twice a month tapping into new and current relevant trends, themes, and popular destinations and used creative data to optimize our creative strategy each launch. Themes and content ranged from wellness trips, family travel, bleisure, foodie trips, weddings, staycations, solo travel, pet friendly, holiday travel, friends’ trip, destination specific trips, offers, and more. This strategy of constant new creative tied to key trends, events, and timely themes in our paid media performed 81% higher in site visits, 21.8% higher in impressions, 8% more bookings, and 11.9% increase in bookings compared to 2019. The results are incredible as we are still navigating a post pandemic world. In the post-pandemic world as travel re-emerged, Marriott sought to inspire travelers to destinations that were less traveled during the pandemic, showcase the unique attributes of those destinations, and inspire traveling again in general through timely social insights and travel trends.



Credits

Vice President, Continent Marketing - US/Canada
Mandy Gill
Director, Social Media - US/Canada
Laura Troy
Senior Manager, Paid Media - US/Canada
Nicole Paviglionite
Senior Director, Paid Media - US/Canada
Kim O'Connor
Account Director, Oliver Agency
Jennifer Kim
Senior Account Manager, Oliver Agency
Molly Gindin
Account Manager, Oliver Agency
Alex Masucci
Art Director, Oliver Agency
Joe Turner
Art Director, Oliver Agency
Ana Soriano
Copywriter, Oliver Agency
Emily Smith
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