Marriott to Launch First Post-Merger Campaign for Collection Brands

Marriott International is launching a new media campaign showcasing its three luxury collection brands: The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio. Notably, this will be the first campaign for the brands since Marriott acquired them in its mega-merger with Starwood Hotels & Resorts.

Rolling out globally through the end of the year, the creative campaign will aim to spotlight the company’s global portfolio of 300 independent properties. Creative agency MATTE Projects developed the campaign collaboratively with the brands’ marketing team, drawing inspiration from the idea that “everyone has a story” – referring to both the hotels and their guests.

Led with a :60 hero film, shorter executions will roll out across a variety of platforms ranging from in-flight entertainment and cinema theaters, to digital and social media - first in the North America followed by Europe and Latin America through the end of 2018. Each creative execution will lead back to a micro-site that tells the story of Marriott International’s three collection brands.

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Marriott International said it is focused on differentiating the collection brands by giving each a distinct personality and curating the hotels within each portfolio to speak to a specific customer expectation. The Luxury Collection represents hotels that define the destination and provide a true luxury experience, Marriott said. Autograph Collection Hotels and the Tribute Portfolio, however, are part of the company’s Premium Distinctive brand group of upper upscale, full-service lifestyle hotels. Autograph Collection Hotels are selected for their rich design and immersive stories; while Tribute Portfolio brings together characterful hotels with vibrant social scenes that create a sense of belonging for guests and locals.

The Luxury Collection brand is set to debut at least eight hotels and resorts within the next year in destinations such as Tasmania, Budapest and Okinawa. Autograph Collection Hotels is scheduled to open nearly 30 hotels next year in locales ranging from Mykonos, Greece, to Seville, Spain; while Tribute Portfolio will add more than 10 new hotels to its portfolio in cities like Rotterdam, Helsinki and Cartagena.

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