Throughout 2018, Time Out will deliver a comprehensive pan-European campaign for Marriott Rewards, the global hotel loyalty programme ‘that gives you more’. Multi-channel advertising across print, digital and social as well as a series of branded content aim to inform and inspire people to discover more about the loyalty programme’s new Marriott Rewards Moments platform, which allows members to use their points to gain exclusive access to unforgettable experiences.
As part of the collaboration, Time Out London will launch a standalone travel magazine on January 8 – a first for the brand. Time Out Travel will be distributed through Time Out channels including high footfall London locations, key airports and Marriott International hotels across London.
Reaching hundreds of thousands of Londoners, the highly retainable, inspirational and informative issue is coming at a time when many are planning and booking their 2018 holidays. A mix of display and advertorial content will sit alongside Time Out’s curated travel recommendations and editorial features written by Time Out’s professional journalists around the globe. All this will target Time Out’s active and experience-hungry audience, travelling more than the average person. Time Out readers go on holidays or short breaks more than four times a year compared to the UK average of three times.
Following the standalone issue, Marriott will continue to have 100% advertiser share of voice in the monthly travel section featured within the London edition of the magazine. This aims to target travel enthusiasts, with Marriott Rewards Moments as the exclusive sponsor until March. Branded advertorials, ticker tape branding at the footer of each page and display ads will offer Marriott positioning within a contextually relevant environment.
Extending the campaign across channels and territories, the 360-degree approach will further include a series of sponsored online articles on timeout.com sites in London, Paris and Germany, to form a hub of engaging branded content to inspire travel plans for the new year. To boost traffic to these pages, all content will be driven by native formats, and road-blocked with high impact takeovers. London features will also benefit from social amplification.
As part of the campaign, four new Time Out websites have been launched in Germany (Munich, Hamburg, Dusseldorf and Frankfurt) as well as the revamped Berlin website in association with Marriott Rewards Moments. Marriott will support the launch of all five sites with high impact branded site takeovers throughout the campaign.
Caroline McGinn, Global Editorial Director at Time Out, said: “We’re thrilled to be working with Marriott Rewards Moments on a collaboration to inspire Time Out readers. Launching the first ever standalone Time Out Travel is a great way to start the year, and alongside the digital content, will be a must read for anyone wanting to get a head start on their travel plans for 2018. All around the world, Time Out is known for influencing travel and leisure decisions of millions of locals and visitors – this is a great audience to inform and inspire to discover more about the Marriott Rewards Moments experiences platform.”
Elina Zois, Director CRM & Loyalty, Marriott International Europe, commented: “Time Out and Timeout.com is a great platform for a Marriott Rewards Moments campaign. Modern travellers are passionate and adventurous, gravitating towards brands that make their trips more fulfilling. Marriott International does this by making it more rewarding to stay with us as a member of our loyalty programmes, and people rely on Time Out as a trusted travel companion, with its recommendations to explore cities around the world. This brand has always had a hugely travel enthusiastic audience, which makes it a fantastic fit for us to drive awareness for Marriott Rewards Moments.”
Members of Marriott Rewards, which includes The Ritz-Carlton Rewards, and Starwood Preferred Guest have been able to link their accounts at members.marriott.com to explore the portfolio of 6,400 properties in 126 countries, have their status matched across both programmes and transfer points between the programmes.
Source: Time Out