It's not unusual for airlines and hotels to try and generate buzz by coming up with some "unique" media. One example is British Airways' "Visit Mum" campaign: Does it actually give you a reason to fly British Airways over another carrier? Nope. But it evokes emotions that almost everyone can relate with, and you'll always…
Continue reading: Marriott’s Puzzling Short Film, “Two Bellmen”
Share your questions, experiences, and thoughts below.
Thanks Lucky, your post here made me burst out laughing when you got to talking about the mixed messages being sent. Instead of making movies, I'd rather hotel chain management put resources into quality control!
It's a part of their storytelling. David Beebe is Marriott's VP of Global Creative and Content and a former Disney-ABC Television exec. They are trying to build a community to drive brand preference is largely commodity industry. Unusual things like videos, music, books to enhance their brand and provide an emotional attachment.
I stopped watching this pointless dribble at around 1:26. Terrible. If this is what it takes to sell hotel rooms, then something is seriously wrong here.
True, promotional video of Mandarin Orient , Four Season and Fairmont are old and clinche. But this is definitely not the correct way to showcase your hotel. It really freaks me out when I see the way they treat luggages. Seriously? If it is real, I would call polices. It is a video showing everything a bellman should not do.
Bizarre. The strongest theme I got from this movie was the bellmen mishandling bags and throwing them about the place. That isn't exactly the lasting marketing message a hotel chain would be looking for.
It's about starting a conversation. It's targeted at millennials... who have repeatedly stated that they no longer want stock ads about features, benefits, and brand identity. They reward variety, risk, etc. Most importantly there is a great appeal to a brand not taking itself so seriously. Does anyone seriously think the silly aspects of this genuinely speak to the quality and luxury at a hotel? Do you think the AFLAC duck is real? I would argue the story I saw was one of service above all. I agree this was a bit random but it kept me engaged. I felt like I was seeing something with actual personality. I think ultimately the old guys want their ads the way they've always been - vanilla. Those will always be around. As for those who are about 35 and under... peak my interest!