Marriott International is one of many travel companies that have made a point of supporting diversity through various media. The company, which is the parent of hotel brands including The Ritz-Carlton and Courtyard, recently launched #LoveTravels, a multicultural campaign that conveys the company’s commitment to make everyone feel comfortable being who they are, everywhere they travel.
Marriott kicked off its social media and marketing initiative during LGBT Pride month, featuring Jason Collins, the first openly gay NBA player, among others, in portraits wrapping hotels in Washington, D.C.
Now Marriott is expanding its popular #LoveTravels campaign with an original content series that chronicles inspiring personal journeys by notable travelers. Its latest installment features soccer legend Tim Howard. He is one of five spokespeople in the hotel chain’s marketing initiative, which also includes entrepreneur Angela Simmons (daughter of Joseph “Rev Run” Simmons).
Howard—the U.S. goalie who captured the heart of America this summer—reveals through the video series how he cultivates his true passions of soccer, eclectic music, and body art through his travels. Simmons gives an inside look at how she finds inspiration for fashion design wherever she goes.
#LoveTravels is Marriott’s way of encouraging travelers to live their individual truths and share their travel experiences … Enrichment from personal journeys knows no boundaries,” says Kristine Friend, senior director, segment marketing. “#LoveTravels is a universal movement that truly represents our commitment to providing each guest with a unique experience across our portfolio of hotels where they feel welcome and comfortable and can pursue their personal passions,” she adds.
After coming off of his record-breaking performance at this summer’s World Cup, Howard signed one of his first new brand partnerships with Marriott International. “I was inspired by Marriott International’s idea of #LoveTravels, and thought it was an incredible opportunity to share my love of soccer as well as my other personal passions,” Howard says. “#LoveTravels is about elevating travel beyond basic necessities and making it more about the people walking through the door. It is about feeling comfortable with who you are and tapping into that sense of belonging for the ultimate travel experience.”
Marriott’s marketing plan includes display and video ads, social media components and a microsite. #LoveTravels also churns out some user-generated content with a social contest that asks consumers to share travel photos tagged with the campaign’s hashtag for a chance to win a $2,000 grand prize or $500 weekly prizes. Starting Tuesday Aug. 19 and running through Sept. 16, travelers are invited to post a picture of their journeys on Instagram. To enter the contest, participants must use #LoveTravels #Promo @LoveTravelsWithMe.
The campaign’s personal passion stories can be found at LoveTravelsWithMe.com and on YouTube. To join the conversation, travelers can visit Facebook/Instagram (@LoveTravelsWithMe) and Twitter (@LoveTravelsWMe).