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Marriott is showcasing its colorful clientele in a new advertising campaign. Titled “The Driven,” the ads do not use professional models, but instead incorporate actual customers of Marriott.
Marriott selected guests for the campaign who were not only professionally successful, but also personally engaging and well-rounded people, according to Michael Darne, vice president of marketing for Marriott Hotels & Resorts. “[Marriott wanted to develop a campaign] to solidify consumers’ perceptions of the Marriott brand,” he said.
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