Marriott Bonvoy ad to premiere at the Oscars
 

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!

W Verbier appears to be the main highlight of the ad

I've generally been supportive of the Bonvoy concept/brand/name, but this commercial conveys what, exactly? Did they have absolutely nothing to say about the program or the brands it represents? Just a bunch of people shouting Bonvoy! Oh, and they managed to capture one of my single most loathed phenomena on earth: other people's screaming brats.

Poorly done, Marriott. Very poorly done.

If I were Hilton's marketing folks, I would just run a commercial immediately after with a live shot of someone trying to use the Marriott website, complete with red boxes popping up, missing nights, "no connection" errors in the app, etc.

What is Goop?

Modern lifestyle brand.

I wasn't that impressed w/ the Bonvoy ad either.

Cheers.

Merry Ott
 

Well, I can foresee that half the actors pronouncing it ‘bon-VOY’ and the other half ‘BON-voy’ will certainly cause some consternation amongst the ‘official pronunciation’ officianados here on the forum ... :D

Incidentally, this also premiered yesterday at the Manchester United vs Liverpool game, to a global audience far, far bigger than were watching the Oscars commercial.


https://cimg2.ibsrv.net/gimg/www.fly...8f1e1f0e25.jpg

Why is there an orange line under the second 'o'?

Don't get it at all.

Commericial during Oscars
 

Whoever thought up that commercial should be drawn and quartered...hideous is a compliment compared to that!

Agreed but there's already a thread on this topic appearing on Page 1 of this forum?

Every word has been made-up. Who came up with Starwood? Some porn actor?

I don't care much one way or the other about the new name. I have lot's of new hotel choices in the months since the merger and I still have lifetime status.

*shrugs*