Marriott’s Social Media Launch for Bonvoy

Nominations for HSMAI’s 2020 Adrian Awards competition will open on Oct. 1 — with a special focus on best practices, innovation, and community related to hospitality advertising, marketing, and public relations work created in response to the coronavirus crisis. Take inspiration from last year’s Platinum winners, including Marriott, whose “Social Media Launch Campaign for Marriott Bonvoy” was recognized in the Digital Marketing/Digital Campaign/Social Media Campaign category.

BACKGROUND: After Marriott International acquired Starwood Hotels & Resorts, the company wanted to promote awareness of its new Marriott Bonvoy loyalty program and drive preference among members and nonmembers through a social media campaign.

CAMPAIGN: The campaign began with a consolidation strategy that seamlessly combined numerous social media pages and relaunched a streamlined social presence across multiple platforms. With a global and regional approach, the campaign promoted real-time member engagement with its strategic partners and utilized a variety of experiences to deepen consumer engagement. The campaign culminated with live content during the Academy Awards, an Instagram story with Billie Eilish at Coachella, and a live performance by Darius Rucker at the opening of the Gaylord Rockies Resort & Convention Center

RESULTS: The social media campaign generated more than 313 million impressions and reached 65 million consumers, with a 95percent positive reaction rate. Billie Eilish’s Instagram story was the most viewed loyalty Instagram story ever, and organic traffic to the Marriott Bonvoy Instagram account increased by more than 400percent. Additionally, the campaign achieved more than 90-percent awareness among Bonvoy members and 40-percent awareness among nonmembers, a significant increase from the time of the launch.

The 2020 Adrian Awards are also taking nominations for the HSMAI Hospitality Hero award. Nominations will be reviewed each week by a panel of Adrian judges, and selected Heroes will be honored weekly online leading up to the Adrian entry period as well as at the 2021 Adrian Awards celebration. Learn more and submit a Hero nomination.

Categories: Marketing, Digital
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