When Marriott acquired Starwood, it became the largest hotel collective in the world. To help today’s experience-hungry consumers see the world, Chase & Marriott Rewards introduced the Marriott Rewards Premier Plus card.
Enter Inspired By, which celebrates not only the passions and purposes that drive our hunger to see the world, but also firmly positions the new Premier Plus card as the driving force behind the travel experiences we crave.
My piece de resistance of this campaign was a dog-friendly PCH road trip shoot with influencer/photographer Theron Humphrey and his travel buddy, Maddie. The fact that Marriott & SPG have so many pet-friendly locations let us tell a really strategic cardmember travel story that featured a variety of hotels along the way. I found Theron (@thiswildidea) and loved his work and photography style, and planned the entire trip/shoot. It was a great opportunity to lead the work and also a great challenge (10+ set ups, 4 cities, 1 finicky vintage car, ZERO producer). This made it extra satisfying to see how beautiful the work turned out.
With me in the director’s seat, my amazing PIC (partner in creativity) donned a videographer hat to capture footage of the PCH road trip. Guess who was driving across the Golden Gate Bridge while she hung out of the window filming the guys? (I was.)
True story: the car that Theron, Maddie, and his photographer were driving broke down on the way to the vineyard. With the photographer stranded with the car and the sun setting fast, I had to grab the camera and capture this tender hilltop moment before dusk. #gottheshot
Part of the reason I chose Theron was because I wanted him to bring his whimsical photography style to the campaign.
In addition to using our influencers in our actual campaign ads, they also created their own content.
A more “ad”-like video to introduce the card as the catalyst of a vibrant Moroccan adventure.
Follow travel & style influencer Alivia Latimer as she gets inspired by the charm, quirk, and tile of Lisbon.
Taking over IG stories.
Another awesome pair of shots from the PCH trip.
Taking over with high-impact digital OOH placements like this one at the Century City mall.
You don’t just have to pay to play—you have to pay to live, too. This spot illustrates the daily costs of living—from electricity to water to telephone calls—unless you give yourself—and your wallet—a break with magicJack.
