mcgarrybowen Celebrates Fun for Courtyard by Marriott

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October 8, 2014

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. 


Agency: mcgarrybowen

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

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