Our goal was to drive consumer awareness and engagement of the LoveTravels® platform and bridge the consumer awareness gap of Marriott’s diversity, equity & inclusion, social impact and sustainability efforts.
With our size and scale, we have a global responsibility and unique opportunity to positively impact the communities in which we do business. It’s with proud sentiment that we refreshed our platform to represent all the ways we create acts of love to shape a better world – focusing on diversity, equity & inclusion, social impact & sustainability. As we connect people to the power of travel, LoveTravels inspires travelers to journey with us in our efforts to make the world a better place to live, work, and visit.
When it comes to love, you get out what you put in. When you spread love, you get it back. Consumers can see our platform and feel inspired to make change – to look after our world for future generations, to support our planet, to empower one another and to help create a welcoming world for all.
To meet expectations of conscious consumers who are driven by transparency, authenticity and values, we relaunched our consumer-facing platform LoveTravels® – the vehicle through which Marriott shares our commitments and actions around DEI, social impact and sustainability. The refresh unveiled new brand guidelines, a new website, a :60 spot, associate engagement, and amplification via influencers, owned channels and a point-match campaign benefitting our philanthropic partners.
The LoveTravels® platform refresh proudly reinforced our commitments and actions toward shaping a better world by increasing overall awareness for our platform. This was achieved through an updated visual identity and brand guidelines that more accurately convey our commitments to diversity, equity, inclusion, social impact and sustainability, as well as our mission to spread love wherever we do business.
Headlined by our new 60-second anthem video, our website offered visitors a first look at our refreshed platform, helping travelers get better acquainted with our platform, values, goals, four commitment areas, and the actions we’re doing within them. Additionally, the site drove traffic to our Giving page, encouraging visitors to support our philanthropic partners through point donations.
Our relaunch was further amplified through partnerships with seven social media creators who embody our principles in their daily lives. These creators produced a series of content introducing the platform’s mission, demonstrating how they make love travel, and encouraging their followers to join our journey in spreading good in the world via point donations. Each creator spoke to the platform in their own voice and style to authentically portray their unique point of view. Their 23 posts generated 123K impressions, and a 10.5% engagement rate.
As a result of our efforts, our Marriott Bonvoy member emails garnered 42M impressions, our Hero video was showcased across 2,200 hotels, we garnered 52K video views & 102K impressions across our owned social channels. Most significantly, we secured 1.4M point donations toward our philanthropic partners for the month of June.
