Tim Howard Travels (with Love) for Marriott

By Patrick Coffee Comment

Today Marriott launched the extension of its earlier #LoveTravels promo campaign with the help of Grey New York on the PR side and its own creative agency behind the scenes.

#LoveTravels initially served to celebrate the D.C. area’s Capital Pride event via a “provocative portrait series” featuring Jason Collins and other gay athletes.

This extension starring newly minted football superstar Tim Howard, however, is another thing. Its first spot is less an ad than an interview:

There are more in that vein.

Today’s launch includes additional short “profile” clips like this one featuring “cultural icon and entrepreneur Angela Simmons”:

…and chef Mia Banducci.

As you can tell, there wasn’t a whole lot of traditional creative work on this effort. It’s all about leveraging Howard’s newfound fame and a bit of the old ultra-UGC: users will be encouraged to “post what #LoveTravels means to them on YouTube, Facebook, Instagram and Twitter.”

The campaign just started, so there’s not a whole lot of activity on that front so far, but Mr. Howard did score a place on the cover of Adweek thanks, in large part, to his announcement that he’d be seeking endorsement deals just like this one (which is his first).

Can Airbnb say that?