Marriott Debuts ‘Golden Rule’ Campaign – TravelPulse

PHOTO: Courtyard by Marriott is one of the four classic select brands featured in the campaign. (photo via Flickr/Mike Mozart)

Marriott International is taking a new approach to brand marketing.

Debuting the "Golden Rule" campaign Monday, Marriott's brand category approach focuses on the company's four "classic select" brands: Courtyard by Marriott, Fairfield Inn & Suites, Four Points by Sheraton and SpringHill Suites.

Together, the four chains comprise more than one-third of the properties in Marriott's 30-brand portfolio.

The Golden Rule campaign is the primetime television debut for all four brands outside of Courtyard's NFL ads, as well as the television debut of the Four Points and SpringHill Suites brands.

The multi-platform media plan will also see the brands advertised in cinema, in-flight and mobile entertainment. The campaign features a 60-second spot titled "Human" along with a trio of 30-second spots focusing on true stories of altruism involving real-life Marriott associates.

The spots will airon networks likeFOX, ABC and CBS during the campaign's first week.

Digital-only content highlighting real Marriott team members and guests from around the world will complement the ads, with a docu-series planned for later this fall.

READ MORE:Marriott Launches 'Hotel Countdown' Reality Series

"With these four brands comprising a third of Marriotts portfolio, we use our powerhouse status to celebrate human connections, whether its in Seattle or Singapore," Marriott's Vice President Global Brand Marketing, Paige Francis, said in a statement. "Beyond a campaign, this illustrates that the hospitality we deliver at these four brands can serve as a guiding principle of how all people should treat each other."

The campaign debuted in the U.S. but will expand internationally to Canada next month.

You can visit goldenrule.marriott.com to learn more about the campaign and view some of the spots.

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Marriott Debuts 'Golden Rule' Campaign - TravelPulse