Marriott’s questionably named Bonvoy rewards program just got a huge dose of publicity. During the televised 2019 Oscars ceremony. Marriott released a new ad campaign with both 30 second and 60 second clips showcasing Bonvoy.
Marriott went in big for this year’s award ceremony on ABC, getting its own commercial break known as a “pod” during the marquee event. This is the first time the pod format has been used for the Oscars, one of the year’s most watched live events. For advertisers, each 30 second ad was reportedly between $2 million and $2.6 million. If you do the math there, Marriott spent at least $6 million on brand awareness for Bonvoy.
Keep in mind that it was just earlier this month that Marriott officially unveiled its new name and logo for a joint loyalty program. Bonvoy covers the old Marriott Rewards, The Ritz-Carlton Rewards, and Starwood Preferred Guest programs.
The Marriott Bonvoy Business™ American Express® Card American Express is a solid card with a waived annual fee if you’re looking to rack up Bonvoy points quickly.
- Limited Time Offer: Earn 100,000 bonus Marriott Bonvoy points after you use your new Card to make $5,000 in purchases within the first 3 months. Offer ends 04/24/2019.
- 6x points at participating Marriott Bonvoy hotels.
- 4x points at U.S. restaurants, at U.S. gas stations, on wireless telephone services purchased directly from U.S. service providers and on U.S. purchases for shipping. 2x points on all other eligible purchases.
- Receive 1 Free Night Award every year after your Card account anniversary. Plus, earn an additional Free Night Award after you spend $60K in purchases on your Card in a calendar year. Awards can be used for one night (redemption level at or under 35,000 Marriott Bonvoy points) at a participating hotel. Certain hotels have resort fees.
- Enjoy complimentary Marriott Bonvoy Silver Elite status with your Card. Plus, earn Gold Elite status after making $35,000 in eligible purchases on your Card in a calendar year.
- Terms apply.
- See Rates & Fees
Now, with the Oscars and its wide audience across the US and abroad, Marriott is using the opportunity to showcase its hotel portfolio and Bonvoy program.
In the ad, Marriott uses the word “Bonvoy” as a one word catchphrase to cheekily replace commonly used terms and expressions like “cheers” and “checkmate.” The tone is playful and lighthearted. There are business travelers, leisure travelers, single travelers, couples, and families across a wide category of hotels.
The ad did its purpose: ingrain the Bonvoy name into consumers minds, but its a bit boring and uninspired, just like Marriott’s new logo and branding.
I’m also not a fan of how companies like how to use the word “reimagined” when they refresh something with style over substance, but that is what Marriott has done here with their new tagline.
Discover the new language of travel. 30 hotel brands. Endless Experiences. Rewards Reimagined.
Welcome to Marriott Bonvoy (not bonsai).
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I cheekily use “Bonvoy” to indicate when something has been needlessly ruined. For example, my car just got Bonvoyed by a snow plow.
Marriott probably won’t see the memes coming in 3..2..1..