Travel the Globe in Comfort

There's a certain appeal to taking a vacation, whether it be halfway across the world to an exotic beach or just a weekend get away from the hustle of everyday life. We all think about escaping our hectic schedules every once in a while and the Marriott Hotels & Resorts wants us to remember them the next time we need a break in life.

Their purpose to launch a worldwide advertising campaign that depicts different experiences have at their hotels and resorts (there are 506 of them across the globe). The campaign is simply dubbed "Experience More at the Marriott" with visually stimulating images that express the different needs of Mariott cliente. There are six variations of the ad all depicting artfully done watercolor backgrounds of  London, Beijing, Aruba and Pune, India. In the foreground of the ad is a silohuette of an individual who may travel for various reasons. For instance, the ad pictured above shows the shadow of a sharply dressed man standing in front of an outside lounger area that appears inviting. The copy: "Where Sophistication Meets Comfort" suggests that the Marriott can offer rest and comfort in a sophisticated way that doesn't downgrade the quality.

The purpose? To catch the eye of potential world travelers and further accent the different qualities Marriott has to offer.  Paul Cahill, senior vice president, brand management for Marriott Hotels & Resorts says, "With such a diverse portfolio of properties, our guests can conduct business almost anywhere in the world, explore new destinations, or revitalize their spirits at one of our resorts. The creative concepts by mcgarrybowen were brought to life with Kareem Iliya’s watercolors, setting this campaign apart from the usually tame world of hotel marketing."

The campaign is a multi-million dollar venture that will run through major cities throughout the world including:  Abu Dhabi, Atlanta, Bahrain, Bangalore, Beijing, Bogota, Caracas, Chicago, Dallas-Fort Worth, Delhi, Dubai, Frankfurt, Hong Kong, London, Los Angeles, Mexico City, Mumbai, New York, Paris, Sao Paulo, Shanghai, Singapore, Sidney, Tokyo and Washington, DC. Also it is reported that up to 26 international airports will feature this ad while global travelers wait for their next flight out.

The hope is to set apart the Marriott Hotel & Resorts from other competitors who "tamely" advertise their business. And I think their intentions of catching the eye of those who enjoy traveling or are traveling will be met with great results. After reading this article and seeing the artsy side presented in these ads, I found myself wanting to see more of the Marriott Resorts featured in their international locations. Very much like the iPod advertisement that featured a shadow on a brightly colored background, this ad and the others within the campaign allow you to place yourself in the position of a global traveler and see yourself fitting in at the Marriott Hotel & Resort. I think it's very creative and would make Marriott have a more prominent recognition with the hotel industry.

You can find more of the article and other ads featured in the campaign here.