Case study
Marriott: a Super Brand Day campaign that drove millions in China.
Marriott's first Super Brand Day in China needed everything to land at once. We ran the full campaign and delivered millions in sales on Tmall.
Client
Marriott International
Industry
Hospitality / Travel
Services
Platforms
The client
9,000 properties worldwide. First Super Brand Day in China.
Marriott runs over 9,000 properties across 30 brands. Big name, global footprint. In China, they are competing hard for affluent travelers alongside strong domestic hotel brands.
They wanted direct sales, Marriott Bonvoy loyalty enrollments, and a stronger position with high-spending Chinese consumers. The vehicle was Alibaba's Super Brand Day. Marriott had never run one. High visibility, high traffic, high pressure. There is no soft launch. Everything has to be ready on day one.
Marriott Super Brand Day campaign creative. Black card offer, Tmall storefront, and social content.
What we did
End-to-end campaign with one goal: sell on day one.
We managed the campaign end to end.
The black card made it sellable
We built the campaign around an exclusive Marriott black card with global privileges. A limited edition added complimentary stays and dinners at top-tier properties. Instead of a brand awareness push, we gave people something to actually buy.
Inside Alibaba's ecosystem, exclusive media placements reached high-value consumers. Outside of it, celebrity endorsement, PR, and offline events drove buzz and credibility.
Playing the long game around a short event
WeChat, Weibo, and travel KOLs built anticipation weeks before launch. Content focused on the black card's exclusivity and on what staying at a Marriott property actually feels like.
By the time Super Brand Day arrived, the audience was primed. Influencer content kept energy up through the campaign window.
The Tmall page closed the loop
Social, media, KOLs, PR. All pointed to one eCommerce page where people could buy the card and sign up for Bonvoy in the same transaction.
Our team coordinated everything from China. Creative, media buying, influencer management, real-time calls on launch day when things needed adjusting.
The outcome
Millions in sales. Hundreds of thousands of new Bonvoy members.
Marriott's first Super Brand Day generated millions in sales on Tmall. Hundreds of thousands of new Bonvoy members signed up. The brand came out of it with noticeably stronger positioning among affluent Chinese travelers.
Those numbers speak for themselves. When media, social, eCommerce, and offline work are coordinated on the ground in China, a global hotel brand can move serious money in a matter of days.
Your turn
Want to run a major campaign in China?
Fixed scope. Fixed price. Team on the ground.
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