Increasing brand awareness and connecting with qualified viewers
Inspiring luxury travelers with compelling content
Marriott Bonvoy, Marriott International’s loyalty program, wanted to engage high-end travelers with Travel by Design, a series of short films produced by Marriott Content Studio featuring design-inspired luxury hotel destinations around the world. The company tasked Samsung Ads with bringing this branded content series to a high-income streaming audience, exposing them to the stories behind the designs of the world’s most innovative hotels, including The Ben, A Luxury Collection, W, Punta De Mita, W Rome and Marques de Riscal, Luxury Collection.
Maximizing the power of data and immersion
Marriott Bonvoy approached Samsung Ads to help them promote and drive viewership of Travel by Design to their target audience. As a result, Samsung Ads created a first-of-its-kind, branded digital hub within their O&O FAST Service, Samsung TV Plus. The team then launched a marketing campaign to drive travelers to this immersive at-home viewing destination, leveraging its powerful Smart TV scale, proprietary TV data and engaging ad solutions.
The campaign encouraged viewers to watch the film series and explore the on-demand video library by leveraging Samsung’s First Screen ad placement, the most visited space on Samsung TV. In addition, the team coupled third-party data with Samsung’s proprietary automatic content recognition (ACR) technology, which expands a marketing campaign’s reach by identifying suitable viewers and then re-engaging them across other devices. The campaign maximized this information to attract high-income viewers interested in luxury travel, art, culture, design and architecture.
“We were able to pinpoint an audience of high-income travelers using Samsung’s proprietary technology and viewing data derived from more than 73 million Smart TVs,” says Eric Fields, senior sales executive for travel and hospitality at Samsung Ads. “Once these viewers were exposed to the film series, their awareness and appreciation of the Marriot Bonvoy brand increased significantly.”
Captivating targeted viewers and outperforming benchmarks
The Samsung Ads campaign boosted Marriott’s brand awareness, brand favorability and consideration intent for viewers 18-44 years old, outperforming hotel category benchmarks.1 During the four weeks that the campaign ran in Q4’22, viewers spent 443 hours watching Travel by Design films, with 12% of viewers watching them more than once.
"Samsung was the perfect partner to launch our Travel by Design film series, creating an innovative, first-of-its-kind solution to put our content in front of Marriott Bonvoy members and travel lovers everywhere,” says Annie Granatstein, VP of content marketing at Marriott International.
¹Source: Kantar CTV Advertising Research Brand Lift Insights Report.
