Marriott choreographs its brand stance with dance

Singapore - Marriott International has rolled out a dance-themed global brand campaign targeted at business travellers, running TVCs, digital, print and outdoor executions. 

"We wanted to create a motivating and highly relevant campaign that stands out clearly against the more traditional product-led approach to business advertising. We chose ‘dance' as the vehicle because of its inherent synchronicity, visual appeal and the fact that every country has its own cultural variations," Marriott's SVP of international brand marketing, Belinda Pote, said.

Marriott wishes to forge a rational and emotional bond with its branding message, an understanding of the challenges business travellers face and a focus on easing their adjustments while they concentrate on their work.

The campaign will run on global networks including Bloomberg, Al Jezeerah, France 24, and Discovery. It will also air on in-flight television channels aboard airlines such as Air China, Lufthansa, Cathay Pacific, Singapore Airlines, Qantas, and Japan Air Lines.

Alongside the commercial, Marriott International has digitised the campaign by working on online ads, uploading commercial clips on YouTube, as well as placing ads on The Economist, outdoors and within airline terminal media.