Marriott launches new global campaign
After enduring a pandemic where travel all but ceased for the first time in modern history and society became more insular, Marriott Bonvoy—Marriott International’s travel program and marketplace—has launched the new global “Power of Travel” campaign.
“When we step out into the world, we are forever transformed by the places, cultures and people we encounter,” said Brian Povinelli, SVP, brand, loyalty and portfolio marketing, Marriott International. “Travel has an unmistakable impact on the human spirit, and in light of the past year, this is a pivotal moment to recognize the importance of stretching out beyond our own small corners in an effort to better ourselves and society as a whole.”
Since its founding more than 90 years ago, Marriott has embodied the belief that travel is essential to fostering humanity. In today’s environment, this sentiment is more relevant than ever after this long period of stagnancy and reflected in the pent-up demand the industry is seeing. This summer alone, an overwhelming 77% of Americans plan to take a trip, according to a Harris/U.S. Travel Association survey.
The new tagline “Where Can We Take You?” evokes not only the physical destinations one reaches when they travel, but the personal and spiritual destinations travel lifts them to, according to the company. The line and the campaign underscore the brand’s belief in travel’s ability to help one grow, heal and find common ground.
The campaign will air during the NBA Finals, and also symbolically during the Olympics. Additional efforts span globally over the next few months across streaming and key collective viewing moments on television, in-flight entertainment, digital, social and out-of-home placements to spark community and connection.
“Marriott Bonvoy has evolved from a rewards program to an immersive and inclusive travel platform,” said Povinelli. “With more than 7,600 hotels fit for every journey, 30 hotel brands eager to welcome every type of traveler and endless experiences awaiting, you don’t just book with us—you stay with us. Our associates are ready to welcome the world with warmth and care, and open the door to discover a destination’s wonders.”