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