Marriott International launched a strange and delightful new campaign for its recently unveiled travel program Marriott Bonvoy as part of its sponsorship of the 2019 Hong Kong Sevens, the city’s biggest sporting event.
This was Marriott International’s fourth year of sponsorship at the Cathay Pacific/HSBC Hong Kong Sevens (5 -7 April) and Hong Kong Sevens Festival, one of the flagship tournaments on the international Sevens calendar.
The campaign created by Ogilvy, featured rugby legend Sébastien Chabal, nicknamed. It was launched on social media with a film that tackled the fact that no one loves The Sevens as much as the beloved rugby legend, nicknamed “the caveman”. The silly nature of the campaign would ideally appeal to Rugby Sevens lovers in a fun way. The launch was followed by two more videos, providing rugby fans and party lovers with pre and post-match entertainment courtesy of Sébastien Chabal.
In addition, a music video – “the pièce de résistance” – featuring Chabal singing the Proclaimers rugby anthem “I would walk 500 Miles” was played on the stadium’s big screen after the opening ceremony as part of the kick-off for the Hong Kong Sevens weekend.
Reed Collins, chief creative officer at Ogilvy Hong Kong said, “Last year’s campaign featuring Sébastien Chabal really struck a chord with the audience in Hong Kong and beyond. It was recently voted ‘Best HK Rugby Sevens Ad of All Time’, so we’re hoping to repeat this remarkable success for Marriott Bonvoy at this year’s Sevens, and get everyone singing, dancing, and talking about the launch of the world’s biggest travel programme.”
The films conveyed the message that Marriott Bonvoy caters to both locals and travellers throughout the HK Rugby Sevens tournament. By providing enriching experiences – such as the Festival Concert with global icon Gwen Stefani – and taking care of a range of preferences, the event provides something for everyone.
“With the unveiling of Marriott Bonvoy earlier this year, we are committed to elevating the member experience and giving our members more ways to redeem their points for the experiences they are most passionate about,” said Peggy Fang Roe, chief sales and marketing officer, Asia Pacific at Marriott International.
She added that the Marriott Bonvoy Moments are designed to provide members with greater access to local experiences, the ability to share rewards with their friends and families, and to fuel their interests and passion points.
The Marriott Bonvoy travel program has replaced Marriott Rewards, The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG). With Marriott Bonvoy. The company has also introduced a new Asia Pacific website featuring experiential and user-generated content, offering inspiration to users for their next adventure in the Asia-Pacific region.