Marriott's Renaissance Hotels launched its first-ever global ad campaign last week with the goal of encouraging guests to "Live Life to Discover."
The campaign was executed by Anomoly, an ad agency with offices in New York, London, Amsterdam, and Toronto, and pushes the Renaissance brand to a world-wide audience of business travelers.
Dan Vinh, vice president of marketing for Renaissance Hotels, told Lodging that the brand has spent several years establishing itself as a destination brand for a different type of business traveler.
"We recognized that there really was a void for those business travelers who are looking for more interesting, non-cookie-cutter experiences," he said. "These guests see business travel as an opportunity to explore the world, and we feel that Renaissance Hotels can be the brand that can help them discover hidden gems."
The campaign is comprised of print ads, digital ads, videos, and billboards which are running in countries all over the world. The photography and video was shot on-location in different destination cities to give the creative work an authentic feel.
"We shot the campaign globally," Vinh said, "so you'll see execution from New York, Puerto Rico, London, Paris, and Bejing."
The message of the campaign also transitions into the online experience of Renaissance Hotels, which acts as a portal where guests can find out-of-the-box experiences and things to do in cities around the world. Guests can also take advantage of the hotel's "Navigators," who act as an on-site lifestyle concierge service at the hotels and can give guests specific recommendations.
"What we want to accomplish with the campaign is to really bring to life the core mission of Renaissance, which is to help our guests 'live life to discover,'" said Vinh. "We're ready to go out and announce globally who we are and what we have to offer."