NEW YORK Mcgarrybowen on Monday launched a new corporate-image effort for Marriott International that highlights the lengths to which employees go to meet the needs of their guests, Marriott said.
Spending on the campaign, which includes TV, print and online ads, was not disclosed. Marriott spends about $90 million annually on ads, according to Nielsen Monitor-Plus.
It is the first major campaign for the client from the New York independent since becoming lead creative agency for Marriott in November. The tagline is, "It's the Marriott way."
One TV spot depicts a bellhop literally giving his shoes to a guest who discovers upon unpacking that his daughter has replaced one of his dress shoes with one of hers. The action unfolds as the guest is preparing for an important business meeting.
Music plays an integral role in the campaign. The missing-shoe spot, for example, is accompanied by the Dean Martin song "Just in Time."
Mcgarrybowen created seven TV spots and 12 print ads, which will run in daily newspapers and business magazines, the client said. Each ad is tailored to a specific brand such as Courtyard or Residence Inn via the service offerings associated with each.
The online ads were created by T3 in Austin, Texas. Carat in New York handles media planning and buying duties.
The campaign is expected to run for at least a year, according to Deborah Fell, svp of marketing strategy and integration at Marriott.