Courtyard by Marriott’s new brand campaign, Make Room for a Little Fun, focuses on the success-driven traveler who is also looking to have some enjoyment on the road.
Four new TV spots visually contrast the fine line between “having to travel for work” and the fun side of “getting to travel for work.”
In addition to digital and property marketing, Courtyard also revamped its website with a dance video tour of a hotel and a look at its new amenities. The brand collaborated with Emmy Award-winning choreographer Bonnie Story (“High School Musical,” “So You Think You Can Dance”) and cinematographer/video producer Malik Sayeed (whose credits include work with Lauryn Hill, Jay-Z and Prince) on the music video, which is set entirely in a Courtyard hotel.
The brand is also introducing a new look and feel to all of its communications including hand-drawn elements.
“This complete revamp of our look and feel correlates with Courtyard’s positioning of staying current and being relevant to our guests,” said Callette Nielsen, vice president and global brand manager for Courtyard by Marriott. “This new campaign recognizes that our guests want a playful nudge to remind them to kick back, relax and have some fun while traveling.”