Marriott Bonvoy / Chase

Marriott Bonvoy loyalists tend to skew older, so we saw an opportunity for growth by welcoming the next generation of travelers. We revamped the Bold Card and its benefits to attract a younger, more diverse audience to the loyalty program, but a new campaign would require a traditional brand to entertain a fresh approach. 

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We launched "Live Your Best Trip" as an amped rallying cry for Gen Z to grab their friends and get out there. It's a 360° lifestyle campaign that shows how simply living your life earns you points for your next trip. Our social-first campaign was created for Gen Z, by Gen Z, and the energy we had during our shoot came through in our advertising. I spoke on a panel with my clients at Advertising Week in New York in 2024 about the effort it took to do something different with our new campaign and build brand loyalty with Gen Z. (Advertising Week Panel) 

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As the AOR for both creative and media, we guided the strategy for the Bold refresh from research through planning and launch. We centered on travel trends, the insight that younger people want to travel more, but don't always have the means, and then identified places to reach our audience. We launched our campaign with a road trip story from Los Angeles, to Joshua Tree and Palm Springs as a means to capture those trips with friends heading to a concert—and all the great moments along the way.

Music was a big area of focus, and we brought forward a partnership with Amazon City Sessions concerts to launch the campaign across intimate experiences that were crafted for super fans at the live show, and simultaneously streamed on Twitch. Our campaign launch party was at the Moxy in Downtown LA—where we shot part of our campaign—where we featured a concert with Muni Long and brand activations across the rooftop pool deck. Other concerts included Glass Animals, Sookie Waterhouse, and Nate Smith. It was a powerhouse, first-to-market opportunity that shattered the record for livestream attendance on Twitch, and succeeded in engaging a younger audience through their passions.