WASHINGTON, July 19 /PRNewswire/ -- A fire-breathing performer and three striking acrobats showcase the new space and amenities of the revitalized Residence Inn brand in a provocative new advertising campaign shot on location in Prague, Hungary. With "endurance" travelers as the target, the campaign transforms Residence Inn into theatrical background for not just surviving, but mastering the long trip. In keeping with Marriott's goal to break through the clutter of traditional lodging advertising, each 15 and 30-second spot is dramatic and captivating. The ads dramatize the benefits for the traveler staying for five consecutive nights or more.
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-- Plate Spinner -- balancing four twirling plates the acrobat sets the
table in a newly designed full-kitchen.
http://youtube.com/watch?v=z68nUe9Sdz0
-- Trapeze -- the performer glides graciously across the spacious new room
intertwined and stretching out in the long red drapes.
http://youtube.com/watch?v=7K1QhRvl74o
-- Balance Artist -- in-room grocery delivery service inspires the artist
to flip upside down onto the kitchen counter and balance an apple on
her toe.
http://youtube.com/watch?v=9TV1NyLYoQI
-- Fire Breather -- the outdoor fire pit, a new signature amenity, ignites
a playful respite of juggling and fire breathing.
http://youtube.com/watch?v=tdEZWUNbNaw
The ad campaign showcases Residence Inn by Marriott's new "Innfusion" decor which redefines the extended-stay experience with distinctive "zones" that meet the living needs of the extended-stay guest -- cooking, dining, working, relaxing and sleeping. Incorporating elements of a modern residence, the room features stainless steel appliances and granite countertops in the kitchen; upgraded bedding that is softer and more luxurious; a comfortable and multi-functional living area, with recliner and ottoman, and a striking red chaise lounge that converts into a bed.
The highly evocative campaign was shot by director Matthias Zentner of Foreign Film Productions who is known for his ability to elevate products through stunning and engaging film. The sets took nearly two months to design and build and the casting involved a three week search across Europe for the best performers. Andrew Bird, an acclaimed composer, re-orchestrated four of his original recordings for each spot. The campaign was produced for Residence Inn by mcgarrybowen of New York.
"This campaign takes the brand to a whole new level and in the words of our consumers, 'Residence Inn is taking ownership of making the long trip better ....' It is simply unlike anything else in the extended stay category," said Deborah Fell, senior vice president of marketing strategy, Marriott International, Inc. (MAR/NYSE). "Not only do the ads capture your imagination, they reflect the mindset and needs of these special long term customers -- in short, when staying longer, our guests need to stay stronger."
The television spots are part of an integrated campaign that includes print and online components as well. The television spots are airing on several cable stations including CNN and ESPN and the print version launched in publications such as Time, Fortune and Money. The third component will be the website "masterthelongtrip.com" which will leverage the TV/print creative and engage the customer with a virtual tour of the new Residence Inn designs.
The new advertising is the latest in a series of bold marketing and product moves by the company to break through to customers through new media. In March Marriott launched its "Plug-In" technology for Marriott Hotels and Resorts. The company has developed special interactive web sites that let visitors experience redesigned guest rooms and posts news and brand innovation on YouTube to reach a broader/younger customer base.
Earlier this year, J.W. Marriott, Jr. was also the first lodging CEO to launch a blog (http://www.marriott.com/) which has received more than 100,000 visits and featured topics ranging from immigration reform to taking steps to reduce global warming. Other bold moves by Marriott include the system wide elimination of trans fats in January and a ban on smoking at all of its hotels in North America last year.
MARRIOTT INTERNATIONAL, INC. is a leading lodging company with nearly 2,900 lodging properties in the United States and 67 other countries and territories. Marriott International operates and franchises hotels under the Marriott, JW Marriott, The Ritz-Carlton, Renaissance, Residence Inn, Courtyard, TownePlace Suites, Fairfield Inn, SpringHill Suites and Bulgari brand names; develops and operates vacation ownership resorts under the Marriott Vacation Club, Horizons by Marriott Vacation Club, The Ritz-Carlton Club and Grand Residences by Marriott brands; operates Marriott Executive Apartments; provides furnished corporate housing through its Marriott ExecuStay division; and operates conference centers. The company is headquartered in Washington, D.C., and had approximately 151,000 employees at 2006 year-end. It is ranked as the lodging industry's most admired company and one of the best places to work for by FORTUNE(R). The company is also a 2006 U.S. Environmental Protection Agency (EPA) ENERGY STAR(R) Partner. In fiscal year 2006, Marriott International reported sales from continuing operations of $12.2 billion. For more information or reservations, please visit our web site at http://www.marriott.com/.
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