Marriott International’s New “#itpaystobookdirect” Campaign Showcases Company’s Best Rate Guarantee
Bethesda, MD – August 6, 2015 – Marriott International today launched a new digital campaign, starring Grace Helbig (Grace Helbig Show, It’s Grace) that highlights the benefits for consumers who book their hotel stays directly on Marriott.com. The campaign – “#itpaystobookdirect” – uses talent from the digital and social world to go directly to consumers on those channels.
When consumers book on Marriott.com, they receive benefits like the company’s best rate guarantee. If consumers find a better rate elsewhere, the company’s best rate guarantee will match it and give them an additional 25 percent discount. In addition to earning points for their stays, Marriott Rewards members enjoy extra benefits, such as free Wi-Fi and mobile check-in, and special deals only available when booking direct on a Marriott channel.
“With this campaign, we want to make sure every consumer knows why it pays to book their stays with us directly, either on Marriott.com, through our Global Reservation Centers, or by contacting the hotel directly,” said Drew Pinto, vice president, distribution strategy for Marriott. “Our guests who book direct get access to our best rates, every room we have available and the most accurate and trustworthy information about our hotels. Booking direct is also best way for customers to personalize their stay with us.”
Each of the 30 and 60 second “#itpaystobookdirect” spots injects humor in communicating the benefits of booking hotel stays directly on Marriott.com. The campaign features Grace Helbig jumping into different scenarios to teach people the why it makes more sense to be direct.
In the “Proposal,” Grace rescues a stammering boyfriend who is equating his love for his girlfriend to cheese inside a baked potato.
In the “Interview,” Grace comes to the aid of a boss asking a recruit ridiculous questions like, “If you could be one aquatic mammal, what would it be?”
In “Scenic Route,” an exasperated Grace helps a lost young couple learn the quickest route to their destination from a gas station attendant who insists they take the scenic route past the house of his best friend Greg who makes scarves out of leaves.
The creative spots will appear as digital video and via digital display ads. Shorter out-takes will appear on Facebook through November. All the videos are also being featured on Marriott’s YouTube channel, www.youtube.com/marriott.
Marriott’s Content Studio led the overall creative development for the campaign partnering with Above Average, the premier online destination for original comedic videos and written content featuring the industry’s top creators, celebrities, and rising talent. It is the company’s first collaboration with Above Average as part of a recently signed development deal. Above Average is the digital arm of Broadway Video, the production company behind Saturday Night Live and The Tonight Show.
About Marriott International:
Marriott International, Inc. (NASDAQ: MAR)is a global leading lodging company based in Bethesda, Maryland, USA, with more than 4,300 properties in 81 countries and territories. Marriott International reported revenues of nearly $14 billion in fiscal year 2014. The company operates and franchises hotels and licenses vacation ownership resorts under 19 brands. For more information or reservations, please visit our website at www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com.
About GRACE HELBIG:
GRACE HELBIG is an American comedian, actress, internet personality and #1 New York Times best-selling author. In 2014, Grace was named one of Forbes’ top 30 Under 30, was listed as Variety’s Top 10 Comedians to Watch, was featured as Fast Company’s 100 Most Creative People, and her podcast NOT TOO DEEP was named one of Apple’s Best New Podcasts of 2014. Grace’s advice book, “Grace’s Guide” debuted at #1 on the New York Times Best Sellers List. She is currently writing her next book which is set to release January 2016. Grace was just featured in Google’s most recent national Beacon campaign across all media. She also just finished the 1st season of her own comedy/talk show for E!, THE GRACE HELBIG SHOW, which makes her the only female host of a late night talk show on television.
Grace is the founder and creator of her former web series Daily Grace. In January 2014, she founded the YouTube channel It’s Grace, which hosts her new web series. In one week, It’s Grace amassed over 800 thousand subscribers and 7 million video views. It’s Grace currently stands at over 2.5M subscribers and 100 million video views. Grace is frequently featured as a guest on Comedy Central’s @Midnight and can be seen starring in the feature film, CAMP TAKOTA which topped the charts on iTunes’ Top 10 Downloads. Grace can currently be seen starring in the online travel show “HeyUSA” with Mamrie Hart on Conde Nast’s TheScene.com. In addition to her talk show, Grace can next be seen in the digital reboot of the popular 70s TV series ELECTRA WOMAN & DYNA GIRL.
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