Marriott International, Inc

Ogilvy Hong Kong *Lead Agency

Antony Hung, Group Account Director, Ogilvy Hong Kong
Reed Collins, Chief Creative Director, Ogilvy Hong Kong
Jim Fong, Creative Director, Ogilvy Hong Kong
Richard Sorensen, Creative Director, Ogilvy Hong Kong
Jeff Vitkun, Associate Creative Director, Ogilvy Hong Kong
Jose Wong, Senior Art Director, Ogilvy Hong Kong
Jacqueline Ho, Senior Producer, Ogilvy Hong Kong
Kay Kwan, Editor, Ogilvy Hong Kong
Caroline Jackson, Managing Partner, Ogilvy Hong Kong

This is the story of how Marriott, perceived as a run-of-the-mill business hotel, sponsored Hong Kong’s most creative and drunken party weekend – the iconic Hong Kong Sevens – to shift brand perception, capture a younger audience, and sell more hotel rooms. To stem slowing growth and low brand affinity, Marriott lured rugby giant (literally), Sebastien Chabal, out of retirement to help guide fans through the weekend’s festivities. Marriott generated incremental room sales, while spending far less than the title sponsors.