mcgarrybowen Takes Residence for Marriott Residence Inn

By Erik Oster 

mcgarrybowen has launched a new campaign for Marriott Residence Inn entitled “Take Residence,” targeting a younger demographic for the brand.

The campaign attempts to show how business travelers can enjoy their limited leisure time at the hotel chain. In a 90-second anthem ad, viewers are invited to “Take advantage of your extended stay and take it all in.” Shot in the first person, the ad depicts a guest enjoying their stay in various ways. At times the spot switches to a split screen view with three small screens. A related interactive video at the Residence Inn site invites users to switch between three separate videos playing simultaneously. As Lee Remias and Kevin Thoem, creative directors, put it, the interactive video “basically allows you to become your own video DJ, while giving you a sense of all you can do while staying at a Residence Inn.”

In addition to the anthem ad and interactive video, the campaign also includes two 30-second broadcast ads, digital and social content, and a newly designed website. The shorter brodcast ads both feature the tagline, “It’s not a room, it’s a residence.”


Chief Creative Officer: Ned Crowley                                                                                                                                                                                                                           Group Creative Director: Kevin Thoem                                                                                                                                                                                                                     Group Creative Director: Lee Remias                                                                                                                                                                                                                      Creative Director: William Cannon                                                                                                                                                                                                                 Copywriter: Kate Steinberg                                                                                                                                                                                                                                          Director of Broadcast Production: Steve Ross                                                                                                                                                                                                      Broadcast Production: Justin Lee                                                                                                                                                                                                                          Managing Director: Ida Rezvani                                                                                                                                                                                                                              Account Director: Jennifer Holmes                                                                                                                                                                                                                            Account Supervisor: Elizabeth Eldred                                                                                                                                                                                                                    Executive Planning Director: Shawna Ross