How Marriott Bonvoy Uses Social to Amplify its Live Event Partnerships [Video]

Marriott Bonvoy is going the distance on social media to market its partnerships with major live events and franchises, such as F1, the NFL, and Beyoncé’s Cowboy Carter tour.

The hotel brand’s loyalty program leaned on social media and creator marketing to spread word of these partnerships, which serve to highlight Marriott as a hotel destination for travelers to such events.

According to Lucy Kemmitz, senior director of social media at Marriott Bonvoy, the brand’s social strategy is a “multi-pronged approach,” she said speaking on stage at ADWEEK’s Social Media Week event on Tuesday.

“We make sure that we’re bringing in creators and influencers to be able to speak to the product in a way that resonates with the audiences we want to attract,” she said.

Tapping audience insights

When operating on social, Marriott Bonvoy prioritizes “nurturing and building community and relationships with [our] audience” by mining insights to help it …