Marriott International is taking a new approach to brand marketing.
Debuting the "Golden Rule" campaign Monday, Marriott's brand category approach focuses on the company's four "classic select" brands: Courtyard by Marriott, Fairfield Inn & Suites, Four Points by Sheraton and SpringHill Suites.
Together, the four chains comprise more than one-third of the properties in Marriott's 30-brand portfolio.
The Golden Rule campaign is the primetime television debut for all four brands outside of Courtyard's NFL ads, as well as the television debut of the Four Points and SpringHill Suites brands.
The multi-platform media plan will also see the brands advertised in cinema, in-flight and mobile entertainment. The campaign features a 60-second spot titled "Human" along with a trio of 30-second spots focusing on true stories of altruism involving real-life Marriott associates.
The spots will air on networks like FOX, ABC and CBS during the campaign's first week.
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Digital-only content highlighting real Marriott team members and guests from around the world will complement the ads, with a docu-series planned for later this fall.
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"With these four brands comprising a third of Marriott's portfolio, we use our powerhouse status to celebrate human connections, whether it's in Seattle or Singapore," Marriott's Vice President Global Brand Marketing, Paige Francis, said in a statement. "Beyond a campaign, this illustrates that the hospitality we deliver at these four brands can serve as a guiding principle of how all people should treat each other."
The campaign debuted in the U.S. but will expand internationally to Canada next month.
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