Grey New York launched a new campaign promoting Marriott’s rewards program, entitled “You Are Here,” with a 30-second launch spot.
The campaign focuses on real Marriots Rewards members, such as the marine archeologist who takes center stage in the launch spot. As she scuba dives with family near the Ritz-Carlton Grand Cayman, she says “Every time I travel, it’s the moments that are most rewarding. Because if you let yourself embrace them, you’ll never forget them.” The shots of the scuba diving trip combine cinemagraphs and other variable speed footage.
The spot ends by promising to “help find your moments” if you join the reward program. It’s an example of a spot making its strategic goals perhaps a bit too obvious. Clearly the campaign was inspired by millennials’ value of memorable experiences, but hitting viewers over the head with the message diminishes its impact. The ultimately meaningless “You Are Here” tagline doesn’t help things either.
The 30-second spot is the first of four spots that will air this year as part of the campaign. Additionally, Marriott added a membership stories section to its Marriott Traveler digital magazine and released a behind-the-scenes video for the campaign.
“To stand out in an industry that is flush with expected, staged visuals, you have to do something dramatically different,” Grey New York CCO Andreas Dahlqvist told AdAge.