Objectives

The objective of this project was to effectively engage and captivate the TikTok community through the creation of educational and informative content that highlights Marriott Bonvoy's portfolio of hotel brands and travel offerings.

The project aimed to foster a sense of authenticity and encourage the creation of user-generated content (UGC) which supports and promotes Marriott Bonvoy's programs. Furthermore, the project sought to establish a strong social media presence for Marriott Bonvoy by developing a robust and dynamic calendar of social-first content for the TikTok platform.

Strategy and Execution

We ran a contest on Tiktok, using the #30Stays300Days hashtag, encouraging creators to submit videos detailing why they should be selected as one of our three TikTok correspondents. The three winning TikTokers were then sent around the globe to all 30 extraordinary hotel brands in 300 days and shared their experiences along the way on Marriott Bonvoy’s TikTok channel. This project required extensive travel planning and coordination with the Tiktok creators and hotel property managers.

Results

• Marriott Bonvoy’s #30Stays300Days initiative earned coveted, attention-grabbing and quality-driven press in over 45 of the top travel and lifestyle outlets. The placements, which have currently surpassed 165M+ impressions, successfully drove awareness of brand/property affiliation with Marriott Bonvoy, highlighting the loyalty benefits, as well as the breadth and depth of the Marriott Bonvoy rewards program.
• The #30stays300days hashtag received over 105.2M views
• The Marriott Bonvoy tiktok account (@marriottbonvoy) grew from 6K followers to 70.5K followers as a result of the campaign