With Marriott Rewards, SPG and The Ritz-Carlton Rewards combining to become the world’s largest hotel loyalty programme with 135m members, we had to make our new brand, Marriott Bonvoy, famous around the world. The US used the Oscars but we needed a platform that would resonate globally.
We became the first ever hotel partner of Manchester United, one of the most famous sports teams playing the world’s most popular sport. Within four months we had established Marriott Bonvoy amongst Man Utd fans around the world, smashed awareness benchmarks and wowed fans with never-been-done-before experiences that got them talking about the new brand and helped the club open up a new category.
