Marriott Bonvoy is the biggest hotel loyalty program in the world, with brands like W, Moxy, Ritz-Carlton, and much more. Boomers are here for it. But Gen Z? Not so much. We needed to do a 180 on awareness and affinity.
Enter our two TikTok series: “Lunch Break Legends” and “Off-Peak”. We partnered with creators to lean into Gen Z’s work from anywhere, nomadic lifestyle. Through each creator’s authentic POV, we showed how they could go from work to play🏂⛳️🏀 just steps from their suite on “hush trips” — all in savvy ways that won’t break the bank.
Let’s get into it:
Role: Creative Director
Team: Michelle Marquez (ACD/CW), Priscilla Karamzadeh (ACD/AD)