Hotel chain Marriott International has unveiled two new campaign films showcasing its portfolio of accommodation and experiences.
Devised by Sting Films, the specialist content division of TBWA\MCR, in collaboration with MOB Films and Build a Rocket, the spots are the latest addition to the hotelier’s ‘Where Can We Take You’ brand platform.
The feature sees the return of the travel firm’s ‘The Lift of Dreams’ which transports the audience into the world of Marriott Bonvoy.
In one film, the audience is transported to Manchester United’s Old Trafford Stadium where team members Bruno Fernades, Lisandro Martínez, Kobbie Mainoo and Rasmus Højlund await.
In the second advert, the ‘Lift of Dreams’ stops off at eSports’ League of Legends EMEA Championship (LEC), where presenter Laurie Valée gives the audience a preview of what’s to come.
Katie Cox, senior director of marketing, EMEA at Marriott International, said: “Our strategy was to create ads that would resonate with the gaming and sports communities by aligning with their passions.
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“Partnering with the star power of Manchester United and leveraging the huge excitement around esports as part of our ‘Where Can We Take You?’ campaign puts us in front of our target consumers. This collaboration enables us to engage meaningfully with new audiences and also highlights the diverse travel experiences that Marriott Bonvoy offers around the world.”
The Manchester United film will run across social channels from February to the end of March, while the League of Legends spot will be shown in-stream during LEC Winter Split broadcasts.
The videos will be accompanied by out-of-home placements in locations such as the Piccadilly Lights and St Pancras Immersion Zone.
Daniel Bickerton, head of design and content at Sting Films added: “Working with such an established, respected brand as Marriott Bonvoy, one of the biggest football clubs in the world and the largest eSports league in Europe is not an opportunity that comes around often.
“Our films demonstrate how a brand campaign can be developed further by using existing brand assets and partnerships. These films act as a natural extension of previous campaigns, maintaining brand consistency whilst driving heightened engagement and deeper brand recall.”
