Marriott launches more provocative ad campaign

Marriott Hotels & Resorts is launching a new US$6 million global advertising campaign featuring six custom illustrations by world-renowned artist Kareem Iliya. The campaign — “Experience more at Marriott” — celebrates the diverse experiences available at the core Marriott brand hotels.

In a nod to the Gen X and Gen Y travelers who blend work with leisure, the new campaign incorporates the brand’s full array of travel experiences. The six visually arresting watercolor illustrations appear as silhouettes within Marriott Hotels & Resorts in London, Beijing, Aruba and Pune, India.

“We clearly wanted to communicate the breadth of the brand, especially resorts and the number of countries outside the U.S. where the brand has hotels,” a company spokesman told HOTELS. “In addition, the imagery is meant to increase awareness that many of our hotels are stylish. While this brand offers great accommodations for business travelers and groups, we also are a great leisure travel option and we want to communicate that to travelers.”

The campaign, which was created by advertising design firm McGarryBowen, will continue through the end of the year in key source markets, primarily in 26 gateway airports. For example, the advertising will blanket 168 digital panels in Heathrow Airport located in main walkways, elevators and escalators.

Recently, Marriott Hotels & Resorts opened the 364-room Jaipur (India) Marriott Hotel, the 199-room Rayong Marriott Resort & Spa located on the Gulf of Thailand and the 392-room Haikou Marriott Resort and Spa located on China’s Hainan Island. In addition, the brand plans to expand its presence in new markets in Cartagena, Colombia; Algiers, Algeria; Marrakech, Morocco; Accra, Ghana; Kigali, Rwanda and in multiple locations in Vietnam.

Images from the 'Experience more at Marriott' advertising campaign. Images used courtesy of Marriott Hotels & Resorts
Images from the ‘Experience more at Marriott’ advertising campaign. Images used courtesy of Marriott Hotels & Resorts