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Courtyard By Marriott reveals new positioning

The ad has been created by Ogilvy Mumbai

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MUMBAI: Hospitality company Marriott International has  given one of its key brands - Courtyard by Marriott - an updated logo and look. On the occassion, the company has also launched a new ad film that reflects its new positioning focussing on what success means to its next generation of guests.

Created by Ogilvy  Mumbai, the campaign revolves around a day in the life of Garima Avtar – one of India’s top female rally drivers. It merges her stint on the track with her stay in the hotel seamlessly and reveals how the brand supports the champion in her passion for rally racing.

Ogilvy Mumbai group creative director Burzin Mehta said, “Speaking to one’s audience for the very first time is never easy. And this campaign was no different. But what stood out in this brief was the absolute synergy between the brand and its audience.”

He adds, “The spot, aptly titled Driven, tells the story of a real trailblazer – a female champion in a male-dominated sport. Unlike lots of hospitality advertising, this one’s not so much about rooms and restaurants as much as it is about mirroring the attitude of the consumer. And we’ve seamlessly merged two very different aspects of Garima’s life, to tell that story.”

Marriott International Asia Pacific vice president – brand and marketing Mike Fulkerson said, “The evolution of the Courtyard brand reflects the changing mindset of Courtyard’s “next generation of guests” –  trailblazers who have a different perception of success (it’s not just about climbing the career ladder, but more about chasing their personal and professional passions, and collecting experiences). The spot is an articulation of our shared belief system – the passion that drives you as a person, is the passion that drives us as a brand.”

Debuting with a video spot on CNBCTV18.com’s new digital series ‘Disruptors’ (of which Courtyard by Marriott is also a sponsor), the video will also run across other digital advertising platforms and the brand’s social media channels.

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