Debuted on June 23, 2021, the “Power of Travel” is global hospitality campaign that aimed to to quell the cabin fever and isolation experienced by all those who are enduring the pandemic due to travel restrictions.
Marriott Bonvoy, Marriott International’s award-winning travel program and marketplace, is calling on the world to embrace the transformative power of travel as a vital pathway to growth, healing, and unity.
Led by creative agency 72andSunny and supported by Bonvoy’s PR AOR Ballantines PR, the “Power of Travel” campaign is the fearless declaration that travel is an antidote to biases and narrow minds. As the world slowly begins to open again, the campaign encourages consumers to use the brand’s loyalty program to return to travel.
Under campaign tagline “Where Can We Take You?”, the “Power of Travel” campaign seeks to evoke not only the physical destinations, but the personal and spiritual destinations travel lifts people to. The line and the campaign underscore the brand’s belief in travel’s ability to help one grow, heal, and find common ground.
The video campaign is planned to air during the NBA Finals and also during the Olympics, which Marriott said was symbolic as the Olympics are “the world’s biggest stage for global unity and connection”. Additional efforts also planned to span globally over the next few months across streaming and key collective viewing moments on television, in-flight entertainment, digital, social, and OOH placements to spark community and connection.
As part of the campaign, Marriott Bonvoy is also leveraging TikTok and invites users to share personal travel memories to an original sound used in campaign commercial spots. The brand has tapped 27 influencers to kick it off using the hashtag #TravelMakesUs.
According to Marriot International, the “Power of Travel” campaign wanted to send a message of the power travel can have in exposing people to new things, immersing them in new cultures, opening their minds and expanding their empathy to different things that maybe they don’t find in their own little corner of the world. TikTok is chossed as a compelling platform for people to not only share how they feel travel can help transform them, but also get people back out on the road and following that wanderlust.
The “Wanderlust” styled theme has become a growing trend on TikTok over the last several months as millennials and Gen Z reminisce on pre-pandemic travel. A recent Morning Consult study shows 38% of adults who expect to travel this summer said they’ll use social media to help plan their trips, including 54% of millennials. Meanwhile, 49% of Gen Z adults and 50% of millennials follow at least one travel influencer on social media.
In addition, Marriot Bonvoy also created its own editorial series titled, “How to Travel Better” and a Pinterest board to inspire travelers. The brand also partnered with Pinterest for two out-home-placements in NYC Soho storefronts which leverage its interactive technology to encourage users to take an in-app quiz and learn about Marriott properties.
Other campaign elements include a native screen takeover on Amazon Fire TV, QR codes within Hulu Getaway Go and Disney +, custom placements within HBO Max and a complete ad takeover within a single show with Hulu.