Jim Foster
Creative Director/Copywriter
Once upon a time, we shot a video on a content-friendly budget in St. Augustine, Florida, using Marriott's Sawgrass property as our base of operation.
The video was used across mobile and online banner ads, social media and emails to build awareness and drive card acquisition among millennials.
Below: Social media posts invited people to create a travel story profile by choosing their travel preferences. The completed profile was sent to their email where deals and reward bonuses were also offered, driving people to book a trip or get the card.
Social media posts linked to interesting travel-related stories on partner sites where Marriott rewards display ads were prominent.
Next, we invited cardmembers to tell their travel stories with words, videos, pictures and GIFs across social media, in online display ads, as well as on a microsite.
We then used social media posts to drive people to linked and original content where h the "There's a Story Here" theme was reinforced. The idea was to put a more "millennial-frendly" experience-driven face on a card that normally focused on older business travelers. These communications focused on experiences, not properties.
Social media posts drove people to content, such as tips and articles by millennial influencers.
