Marriott is going all out for its new LGBT marketing campaign #Love Travels to show that even international hotel chains care about promoting the new morality.
We’re just going to let this article on the campaign speak for itself:
The social, print, out-of-home and digital effort — themed #LoveTravels — focuses on self-identity, pride, love of travel, sense of home and comfort, and Marriott properties as the place to experience all of it.
The effort involves a partnership with photographer Braden Summers, and features his portraits both of well-known gay and transgender Americans and regular real-life couples.
In the former category are Jason Collins, professional basketball player who came out last year, thus becoming the first out pro athlete in one of the four major sports; Geena Rocero, a transgender Filipina fashion model and social advocate who made waves revealing her birth gender and speaking out at events like TED; and Talisha Padgett-Matthews, a Marriott associate. The photos also feature several premiere Marriott hotel properties in New York and Miami.
“We wanted to make a bold statement,” says Kristine Friend, senior director, segment marketing at Marriott International. “We are tripling the investment. In the past, for example, we hadn’t done any mobile or tablet advertising, and we also hadn’t had this degree of print or display advertising. And we’re doing a ton of out-of-home.”
Friend tells Marketing Daily that the program, running through Nov. 30 with digital running through year’s end, reflects what’s happening demographically and socially.
“We are increasing our commitment to reflect what the world looks like,” she says. “We wanted to do something different to illustrate a wider sense of belonging.”