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Analysis of Marriot Advertisements (Print and TV ad)

Marriott’s Innovative Marketing Strategies

Marriott International is on its toes when it comes to their marketing campaign. They are
constantly updated with the latest methods in order to produce the best ads and advertising
strategies. Their marketing strategies are not only well-executed, but also innovative.
According to studies, millennials make up about 80% of the population. Use social media to
make the best decisions about and influence user-generated content. Marriott uses social
media outlets like YouTube to upload and promote its services and content, capturing the
essence of the hotel experience.

The promotional campaigns are one-of-a-kind and bear little resemblance to advertisements.
However, in order to attract potential customers, it is expanding its reach to include Snapchat,
YouTube, Facebook, and other platforms. The goal was to raise brand awareness among a
generation that does not associate Marriott with a positive image.

The following television ads and their print commercials were chosen for the analysis of
study.

Advertisement Number One:

This Marriott Hotels television commercial aired on September 4, 2019. Despite the fact that
the commercial is only 30 seconds long, it perfectly sets the tone and introduces the Marriott
experience to the user.

https://www.youtube.com/watch?v=Wfl9EzcKIu0

Concept

The purpose of this advertisement is to assist Marriott hotels in acquiring your most
imaginative ideas. Their goal is to make customers aware that Marriott is more than just a
hotel; it is an entire experience that allows them to shift into a more inspiring state of mind.
Marriott is superior, and it makes you feel superior as well.

Sound
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There are no voiceovers in this commercial. Meanwhile, the song 'Pure Imagination' is
playing. "Come with me and you'll be in a world of pure imagination," the lyrics say. Take a
look, and you'll see what I mean. If you want to see heaven, just look around." This song's
music is soothing, and the lyrics allude to a divine experience." The commercial revolves
around dreaming and being inspired, so the song is fitting.

Visuals

All of the scenes in this commercial are set in light blue and warm gold tones. The light blue
tones create a sense of serenity and calm, while the gold shades give the visuals a royal feel
and make them aesthetically pleasing. They used Korean, Caucasian, and African American
ethnicities. They also revealed different age groups. All of these factors indicate that Marriott
hotels cater to both individuals and families; whether you are a middle-aged person, a
teenager, or even an infant, you will enjoy the Marriott experience equally. They
demonstrated how a boy feels like he can fly while his father holds him up, how a girl feels
like she's floating in the air while watching TV in a luxury hotel room, and how a man feels
like he's floating in the air while swimming in their large pool. No matter what you're doing,
even something as mundane as watching television, Marriott strengthens your feelings and
elevates your mood. In the background of each scene, they showed the view from their hotel.
They have also shown a glimpse of the Marriott, among other skyscrapers. The Marriott
Hotel's structure is larger than both of them. The notion that Marriott is superior is reinforced.

Captions

Aside from "When your mind travels, inspiration follows" and "Let your mind travel," there
aren't many captions in this commercial. Despite the lack of terms, the two liners are effective
in conveying the message perfectly.

Positioning

In terms of positioning, Marriott hotels focus on the "Achievement Guest." There are
individuals who are driven to excel by the desire to perform and flourish. This excellence
could be aimed at their business, family, or personal sense of accomplishment. These
customers want to feel uplifted or elevated in their everyday lives, which Marriott promises.
They have adopted the reputation positioning strategy. Because they believe Marriott is
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already superior, they do not advertise against their competitors. They displayed all of their
different customers to show that the chain is global and caters to people of all ages.

Advertising no2: Print Advertisement

Concept

The purpose of this commercial is to show how Marriott is a versatile hotel chain that is not
only capable of delivering high-quality service, but also a place where business can be
conducted.

Visuals

In this print advertisement, they have also depicted their indoor area with a glimpse of their
outdoor area. The pink and orange hues reflect a vibrant recreational mood, but the navy and
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gold shades that break through demonstrate professionalism. This "color play" adds to the
commercial's overall theme. They demonstrated a seating area that can be used for coffee and
business, but it can also be used for business meetings. They set up large palm trees outside
to show how a peaceful environment can be used for working or socializing with friends.

Captions

"Where Good Company Meets Good Business" exemplifies the convergence of good
customers and good business prospects. Marriott, like the hotels, is proud of the uniqueness
and reputation of its customers.

'Transform Atmosphere into Advantage,' as seen in the visuals, explains how Marriott Hotels
provide the ideal atmosphere for their guests. Customers can take advantage of this mystical
environment in both leisure and industry.

Positioning

This advertisement employs both advantage-based and reputation-based positioning. They

provide customers with the space and comfort to take advantage of the benefits of both
leisure activities and business efficiency, giving you an insight into how their customers are
classy and "good business" as well as "good company." Their advertising, like most of their
commercials, is simple but effective in conveying the message.
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