mcgarrybowen has a new campaign for Courtyard by Marriott entitled “Make Room for a Little Fun,” which launched last week.
Aimed at millenials, the campaign is based on the insight that the demographic loves to travel (as opposed to those who see travel as a necessity for work). The strategy is readily apparent in the spot “Cattle Drive) (above). In it, an excited young man rides up and approaches a cattle driver who seems to be slogging through his day, offering him a caffeinated pick-me-up and noting the “sweet” free wi-fi. Other spots in the campaign take the humorous approach to the Yukon, an antiquated carriage, and a Viking ship. Each spot delivers the message “Some people have to travel for work. Some people get to travel for work,” followed by the “Make Room for a Little Fun” tagline.
Each spot was captured on-location in Norway, making use of the country’s varying landscapes. The campaign marks a shift in approach for the brand, as its humor is a stark contrast from past campaigns, which targeted a different demographic.
Chief Creative Officer: Ned Crowley
Creative Directors: Pat Burke, Chris Carraway
Managing Director: Ida Rezvani
Account Managing Director: Alexandra Gordon
Account Supervisor: Jonathan Frank
Assistant Account Executive: Megan Nickerson
Senior Producer: Eric Faber
Senior Music Producer: Morgan Thoryk
Director of Content Production: Steve Ross
Production Company: Chromista
Director: Xavier Mairesse
Executive Producers: Scott Franklin, Ted Robbins, Sandy Haddad
Edit House: Cutters
Editor: Matt Walsh
Producer: Patrick Casey
Executive Producer: Craig Duncan
Client: Courtyard by Marriott
VP, Global Brand Marketing: Mara Hannula
VP, Courtyard Brand Marketing: Gini Gladstone
Senior Manager, Courtyard Marketing: Alison Hill
VP & Global Brand Manager, Courtyard: Callette Neilsen