CLIENT
Marriott International
Emily Tai - Senior Manager, Loyalty Marketing, Asia Pacific
AGENCY
Antony Hung - Group Account Director
Reed Collins - Chief Creative Director
Jim Fong - Creative Director
Richard Sorensen - Creative Director
Jeff Vitkun - Associate Creative Director
Jose Wong - Senior Art Director
Natalie Lui - Associate Account Director
Tak Fai Wong - Production Coordinator
Jacqueline Ho - Senior Producer
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. 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 in HK at large and get people enrolled. We were uniquely positioned as a travel company to get people out of town. Doing so achieved a 33% increase in program enrolments compared to the last year.
