Marriott Bonvoy launched a Snapchat marketing campaign in December 2018 by hiring social media influencers like Shaun McBride to visit properties and advertise on Snapchat. The campaign targets millennial travelers and the next generation by using influencers to engage audiences in deciding locations and sharing real stories about Marriott services, in order to attract new customers through unconventional storytelling rather than direct advertising. Marriott hired 4 influencers who interact with followers to choose locations to visit, with the goal of promoting engagement across social media platforms through eye-catching user-generated content.

1. Marriott Bonvoy
Snapchat programming campaign. @Marriotthotels.

2. Beginning of the campaign
• Marriott Bonvoy being the first hotel company to start
adverting through snapchat starting on December
2018.
• Marriott hired famous social media influencers like
Shaun McBride to visit various Marriott properties and
advertise their service on snapchat.
• Snapchat is the new booming app for the new gen,
Marriott realized this sooner than others.

3. Target Market
• Content is king with millennial travelers.
• New strategy is to target to target next generation traveller.
• New generations like new ways of advertising.
• People from the upcoming generation prefer conventional way of advertising than
usual ways.
• The market of hotels is becoming monotonous, so something that pops out from
others gets noticed more.

4. How the campaign works
• Marriott hired 4 influencers to work with their
campaign on snapchat.
• The influencers will engage with audience in a two
way conversation to decide which location of
Marriott should the influencer go to.
• This will engage the audience in products and
services by Marriott.

5. How the campaign works
• The new way of advertising is also helping other social media pages of Marriott,
for instance a picture which is eye catching uploaded by one of influencers is
saved in narativ and posted on Facebook or twitter as well.
• Marriott is trying to tell a story through these social media influencers, its trying
to attract the customers not by advertising but by sharing real life stories and
short films about their services.
• Marriott has added a program called travel brilliantly, They want travelers to
provide ideas that Marriott can implement to make their stay brilliant.

6. Thank you
Made by : Mallika Bhawnani