Mumbai: The world’s leading hospitality company, Marriott International, has given one of its key brands within its portfolio – Courtyard by Marriott, an updated logo and look, and a refreshingly new positioning that focuses on what success means to its next generation of guests. To communicate it’s new positioning to next-gen business travellers in India, one of the Courtyard’s largest markets within Asia, Courtyard has launched an ad campaign created specifically for India.
Debuting with a video spot on CNBCTV18.com’s new digital series ‘Disruptors’ (of which Courtyard by Marriott is also a sponsor), the video will also run across other digital advertising platforms and the brand’s social media channels.
Created by Ogilvy, Mumbai, the campaign revolves around a film profiling Garima Avtar – one of India’s top female rally drivers. Through some slick editing, the spot combines a day on the track and a day at the hotel, in a stylishly told story about how the Courtyard brand supports her while she pursues her passion for rally racing.
Mike Fulkerson, Vice President, Brand and Marketing, Asia Pacific Marriott International said, “The evolution of the Courtyard brand reflects the changing mindset of Courtyard’s “next generation of guests” – trailblazers who have a different perception of success (it’s not just about climbing the career ladder, but more about chasing their personal and professional passions, and collecting experiences). The spot is an articulation of our shared belief system – the passion that drives you as a person, is the passion that drives us as a brand.”
Burzin Mehta, Group Creative Director, Ogilvy, Mumbai said, “Speaking to one’s audience for the very first time is never easy. And this campaign was no different. But what stood out in this brief was the absolute synergy between the brand and its audience. The spot, aptly titled Driven, tells the story of a real trailblazer – a female champion in a male-dominated sport. Unlike lots of hospitality advertising, this one’s not so much about rooms and restaurants as much as it is about mirroring the attitude of the consumer. And we’ve seamlessly merged two very different aspects of Garima’s life, to tell that story.”
YouTube Link to the film:
Client: Courtyard by Marriott – Mike Fulkerson, Shuping Liang, Michael Tse
Agency: Ogilvy, Mumbai
Account Management: Radhika Seth, Juhi Chittoria
Creative: Burzin Mehta, Priyanka Joshi, Harsha Gharat, Vibhor Tyagi
Planning: Bonnie Michael & Akaash Singh
Production: Box Office