Marriott plugs rebranded 'Bonvoy' rewards program amid some consumer confusion
Marriott is attempting to further educate consumers on Bonvoy, its new rewards program, with a new ad campaign that comes as some consumers express confusion about the name change on social media.
Ads spell out all the possibilities of the made-up word. In a 60-second spot, travelers use "Bonvoy" in a variety of situationsswimming, skiing, commenting on good wine or a good meal, doing yoga and winning at chess. At the end of the spot, a voiceover says, "Discover the new language of travel."
Marriott first introduced Bonvoy last month after folding its Marriott, Ritz-Carlton and Starwood brands into one loyalty program in August.