BETHESDA, MD—Marriott International today revealed its first-ever longer-stays category marketing campaign, “Room for Possibility,” spotlighting the portfolio’s brands that enable business travelers the freedom to maintain their lifestyles, uninterrupted on the road.
The integrated effort features Residence Inn by Marriott, Element Hotels and TownePlace Suites by Marriott to reinforce each brand’s distinctive style and offerings, while highlighting their accommodations that provide the extra space and amenities business travelers desire. The multi-platform campaign is the first from Marriott International since the hospitality industry leader introduced its new loyalty platform Marriott Bonvoy earlier this year.
Residence Inn created the longer-stays lodging category in 1975. With more than 1,200 hotels around the world, Residence Inn, Element Hotels and TownePlace Suites control approximately 10% of the world’s product in the growing longer-stays segment, with the category accounting for 20% of Marriott International’s portfolio as well as 25% of its global growth. These brands are continually listening to research and guest feedback to evolve the brand experience for guests. A qualitative research study commissioned by Marriott International was leveraged to develop the “Room for Possibility” campaign’s creative trajectory. While the brands have always designed for more space and a better experience, the research showed more so than ever that travelers are looking to blend the best parts of being at home with the best parts of being on the road, free from the regular routines of life—and that is what these brands offer, the company noted
“We believe that when people travel, they shouldn’t have to compromise on the experience. We’ve designed these brands to allow guests the flexibility and versatility to choose how they eat, work and experience a destination,” said Paige Francis, VP of global brand marketing, Marriott classic select brands. “We know our guests crave the comforts of home as well as the freedom that travel allows, inspiring this campaign to celebrate how business travelers can live their lives while on the road, beyond the business they came for.”
The three brands featured in the campaign offer three distinctive stay experiences. Residence Inn offers spacious suites with separate living, working and sleeping areas with full kitchens; complimentary grocery delivery service and breakfasts; and outdoor spaces with fire pits. Element Hotels are designed for today’s healthy, active traveler who wants to maintain a balanced lifestyle while on the road, offering an outdoor-inspired design philosophy that is clean, modern and bright. TownePlace Suites offers a simple, yet innovative design, that features personal touches and cheerful details with fully equipped kitchens and Weber Grills outside.
“Room for Possibility” follows “Golden Rule,” Marriott International’s first-ever category marketing campaign, introduced in 2017. Individual 30-second spots highlight the distinct experiences and amenities across the featured brands, with an all-encompassing, anthemic 60-second spot bringing all three together. The spots introduce guests traveling for various purposes, all with individual wants and needs while on the road. However different, they all find comfort in discovering these brands’ accommodations and thoughtful amenities. From Residence Inn’s signature evening social event RI Mix, to TownePlace Suites’ on-property Weber Grills, to Element Hotels’ Bikes to Borrow program, the campaign offers a glimpse into just a few of the new possibilities for guests to discover during their stay.
The “Room for Possibility” media plan will span the U.S. and Canada with broadcast, in-flight, in-airport and digital/social. Marriott International collaborated with mcgarrybowen to develop and produce the campaign, with the spots directed by Jonathan Baker and Josh Baker of RESET Content.