What’s in a name? From Goop to Google, Pantone to Sony, the names of some of the top companies around the world where once unrecognizable words. Naming and branding is one of the most important things a company does to communicate to their audience and while some may stick to the safe and expected, companies that choose a less traditional route, carve out an opportunity to become uniquely engrained into culture.
In an effort to
create a name as aspirational as its assets, Marriott International launched Marriott Bonvoy, its unified loyalty program replacing Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG). Derived from bon voyage, Marriott Bonvoy, stands for more than “good travel,” but also the idea that good travel enriches and unites the world.
With this year’s Academy Awards on February 24,
Marriott will launch its broadest global marketing campaign ever with Marriott Bonvoy - spanning 22 countries and pulsing media throughout the year. You can view the 60-second television spot
HERE and the press release can be found
HERE.
Personally, i think the ad is a bit stupid as they try and introduce this made-up word!