BETHESDA, Md. — Marriott International announced a new strategic advertising approach to connect guests with its brands and associates.
“Golden Rule,” is a multi-dimensional campaign launching in the U.S., which will feature four of Marriott International’s brands — Courtyard by Marriott, Fairfield Inn & Suites, Four Points by Sheraton and SpringHill Suites.
The campaign represents Marriott International’s entry into category marketing, a critical evolution of how the company will leverage its collective strength to present a more appealing offering to consumers. Courtyard, Fairfield, Four Points and SpringHill Suites are collectively known as the “classic select” brands and represent more than a third of the properties in Marriott’s 30-brand portfolio.
“The Golden Rule campaign personifies how our associates fundamentally go beyond making one’s bed to making someone’s day,” says Paige Francis, vice-president Global Brand Marketing. “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. 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.”