Dive Brief:
- Marriott Bonvoy is illustrating the intersection of hospitality and major sporting events with a new marketing campaign debuting for the NCAA’s March Madness basketball tournament, according to a press release.
- “Where Gameday Checks In” features a series of ads showing how athletes prepare when traveling, receiving pep talks from coaches at the breakfast table and practicing their moves poolside. A social series, “Hotel Highlights,” provides a further peek behind the scenes of the campaign and spotlights featured athlete partners.
- In addition, Marriott is running a four-episode podcast for March Madness led by WNBA star Sophie Cunningham and sports journalist West Wilson, who separately host their own show, “Show Me Something.” The hospitality chain is not only promoting its ties to college basketball, but also teeing up a partnership with the U.S. Soccer Federation ahead of the FIFA World Cup.
Dive Insight:
Marriott is depicting the crucial but understated role hospitality plays in the sporting world with a campaign focused on the pregame rituals athletes partake in at their hotels, as well as the celebrations that occur after a victory. “Where Gameday Checks In” highlights the brand’s partnerships with both the NCAA and the U.S. Soccer Federation, capitalizing on the one-two punch of March Madness and the World Cup this year.
“Our new ‘Where Gameday Checks In’ campaign is rooted in a simple truth: the moments that happen around the game are often the ones that stay with us,” said Mandy Gill, managing vice president for brands, marketing and digital at Marriott International U.S. and Canada, in a statement. “Both sports and travel have an impact on shaping who we become, and Marriott Bonvoy elevates the experience of being there by bringing these moments to life across more than 30 hotel brands.”
Creative developed with agency Wieden+Kennedy New York brings out an array of real-world sports figures to provide an inside look at how high-performance athletes get hyped up. One 30-second spot, “The Biggest Pep Talk,” kicks off with University of Connecticut women's basketball coach Geno Auriemma delivering an inspirational speech to his team before cutting to University of Texas football players doing the same thing in a hotel room. The spot also includes cameos from the University of Oregon’s Duck mascot and pro rugby star Ilona Maher as she assists U.S. Women's National Soccer Team player Sam Coffey with her footwork while training by the pool.
The ads, which were directed by “Little Miss Sunshine” filmmaking duo Jonathan Dayton and Valerie Faris, were shot at real Marriott locations around the country. Aspects of the campaign went live on March 1 around the SheBelieves Cup while additional assets began appearing on social and digital platforms, including Meta and TikTok, on March 10. The 30- and 15-second linear spots will run during both March Madness and U.S. Soccer broadcasts later in the year.
Extending into the podcast arena, Marriott enlisted Cunningham and Wilson — already co-hosts of the “Show Me Something” program — to spearhead its limited “Live From the Bracket” series around March Madness. Premiering March 24, “Live From the Bracket” will be available on YouTube, Instagram, X, Facebook, Apple, Spotify and other platforms, with each episode delving into college basketball culture and what it’s like to perform on the road.
“Where Gameday Checks In” is anchored around Marriott’s Bonvoy loyalty program, which is also planning March Madness-themed activations. On March 16, Marriott Bonvoy Moments will launch a Women’s Final Four 1-Point Drop program that gives members the chance to redeem a single Bonvoy point for significant rewards, such as a four-night stay at the Sheraton Phoenix Downtown location, suite tickets for the Women’s Final Four games and access to a live taping of “Live From the Bracket.”
