The Marriott Bonvoy loyalty program launched in mid-February, replacing Marriott’s previous three separate loyalty programs — Marriott Rewards, Ritz-Carlton Rewards, and Starwood Preferred Guest.
Personally I don’t really get why they decided to rebrand the loyalty program, and give up on the name recognition of Marriott Rewards. And I especially don’t get why they chose Bonvoy as the name of the program… eh?
Yesterday during the Oscars, Marriott Bonvoy had their first TV ad since the launch of the program. Now, I’m tempted to say something sassy like “rather than spending money sponsoring the Oscars, maybe they should work on their IT, informing people if they were hacked, etc.”
But I also recognize that if they chose to go with a name like “Bonvoy,” they need to market it, because it’s a made up word that most people aren’t familiar with.
So, here’s Marriott’s 60 second ad during the Oscars:
- The ad is sorta really stupid and doesn’t have any sort of a message; it’s ironic that they’re trying to make Marriott Bonvoy more than just a loyalty program, yet the video has no depth or actual message
- At the same time, maybe just saying “Bonvoy” over and over and over and over at different hotels will make it stick in peoples’ heads?
- I feel like they could have used more spectacular hotels than they did; they use the W Verbier twice, but no St. Regis Maldives, St. Regis Bora Bora, Tambo del Inka, Mystique, Le Meridien Paro, etc.?
I mean, at this point I’m just randomly yelling out “Bonvoy” for no reason. It reminds me a bit of the HeadOn commercials that used to air… apply directly to the forehead!
So I guess the ad worked, as much as I found it uninspiring?
So my take is that the ad is stupid, but perhaps it works if the goal is just to build brand recognition.
What’s your take on the Marriott Bonvoy commercial?