CLIENT
Marriott International, Inc
Emily Tai, Senior Manager, Loyalty Marketing, Asia Pacific, Marriott International, Inc
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
Natalie Lui, Associate Account Director, Ogilvy Hong Kong
Tak Fai Wong, Production Coordinator, Ogilvy Hong Kong
Jacqueline Ho, Senior Producer, Ogilvy Hong Kong
SUMMARY
This is the story of how Marriott Bonvoy sponsored an event and told people not to go. Against local competitors and title sponsor budgets, Bonvoy faced an uphill battle to launch in HK. Launching at HK’s showpiece sporting event, the HK Rugby Sevens, we used our sponsorship for an event that most Hong Kongers hated to create awareness at large and get people enrolled. We were uniquely positioned as a travel company to get people out of town. Doing so achieved an increase in program enrollments compared to last year.
