Marriott Bonvoy drops March Madness campaign - Brand Innovators

Marriott Bonvoy drops March Madness campaign

  • Marriott Bonvoy is kicking off a new campaign for March Madness that plays up the brand’s experiences and loyalty offerings for sports fans.
  • The “Score Big with Marriott Bonvoy Game Day Rituals” campaign comes as the brand marks its eighth year as the official hotel partner of the NCAA.
  • The company is running contests to win free travel experiences to the Women’s Final Four tournament as well.

Consumers travel for sporting events and Marriott is tapping into the enthusiasm of these fans by promoting its Bonvoy loyalty program and sports-oriented experiences in a move to be at the forefront of this travel. 

The campaign comes out of research that the brand conducted with Wakefield Research, which revealed that 63% of sports fans their team will lose if they don’t complete their sports day rituals and 74% of said they would risk their job to watch their team play for a championship during work hours, highlighting the lengths these consumers are willing to go to see their teams.

Marriott Bonvoy’s “Game Day Rituals” campaign features a variety of NCAA athletes, coaches, and fans as they prepare for games at various Marriott Bonvoy hotels. The travel company worked with Riott Haus Creative on the effort.

“Our Game Day Rituals campaign encapsulates the exceptional travel experiences that Marriott Bonvoy provides for travelers, from sports fans to players and coaches alike,” said Mandy Gill, vice president, continent marketing at Marriott International. “Whether it is our convenient accommodations, exceptional associate service, or key amenities, each Marriott Bonvoy brand helps bring game day rituals to life, complementing every fan’s unique personality, passion, and lifestyle.”

The campaign includes chances to win an exclusive experience at the Women’s Final Four tournament in Cleveland, Ohio. Consumers can visit through March 11 and enter their Marriott Bonvoy number (and become a member if they have not yet) and share their most eccentric game day rituals. The grand prize includes two flights, hotel accommodations, transportation, courtside seats, and food and beverage vouchers for the Semi Final and Championship games, as well as a game day rituals session with Sydney Carter.

Additionally, loyalty members can also bid on an exclusive Marriott Bonvoy Moments package for a similar fan experience.