Marriott International and BBH Singapore have launched a new advertising campaign for Marriott Bonvoy, aiming to redefine perceptions of loyalty programmes. Titled “Loyalty’s Just That Easy,” the campaign seeks to demonstrate that Marriott Bonvoy is accessible to all travellers, not just frequent flyers or business elites. The initiative showcases how members can effortlessly earn and redeem points across more than 30 hotel brands, including through everyday activities like dining and spa visits.
The campaign’s centrepiece is a hero film directed by Emmy Award-winner Rhys Thomas, produced by Stink London. It follows a traveller’s journey, illustrating how even small moments of relaxation can accumulate points. The film is available in three versions, featuring protagonists from India, Japan, and Korea, and is complemented by shorter 30- and 15-second clips.
Xue Ying Mei, Vice President Marketing for Marriott International Asia Pacific excluding China, stated, “This campaign aims to correct these perceptions, showing how loyalty with Marriott Bonvoy is effortless.” Khairul Mondzi, Executive Creative Director at BBH Singapore, added, “We started with a simple question. What if loyalty didn’t feel like effort at all?”
Launched on 5 January, the campaign will run across the Asia Pacific region, including India, Japan, Korea, and Indonesia. It forms part of an integrated marketing strategy encompassing out-of-home, digital, and social media channels, with further activations planned throughout the first half of 2026.
