Creating a modern travel epic with a global hotel portfolio as the backdrop.
When Marriott, SPG, and Ritz-Carlton merged their points programs into one, it created the largest hotel portfolio collection in the world. They needed a memorable way to tell that story that would be flexible enough to show off a portfolio of properties and experiences that were wildly different from one another.
The Found in Translation campaign uses the languages spoken at the 6,700 portfolio properties around the world as a romantic lens into the destinations available to their loyalty program members, exploring the sensorial and emotive stories of words that don’t have an equivalent in English, and that you must travel internationally to experience. The base material for the campaign consists of 35 short films shot over 55 days in 16 countries, all filmed on-site at Marriott properties or experiences. The short films are designed to be scalable across traditional and social platforms, functioning seamlessly as everything from :10 Instagram Stories to 10:00 supercut preflight airline headrest ads.
These supercuts represent our favorite films from the series:
Because we filmed the campaign entirely at Marriott properties and branded Marriott Moments activities, the short films are implicitly tied to the brand and uniquely ownable, and every single film can push to a direct Marriott booking experience from any platform.
And a few photo souvenirs we took on our trip around the world:
