Leading hotel chain Marriott International were looking to promote their new loyalty platform,

Marriott Bonvoy, across the UK, France, Germany and Spain and reinforce their family proposition over peak season.


Identifying Universal’s cinema release The Secret Life Of Pets 2 as the perfect family film for Marriott to align with, Brand Culture negotiated a partnership between the two companies.

We developed the campaign line ‘Playtime Awaits’, which drew on the Pets’ playful personalities to promote fun family trips. Campaign creative across hotel media, digital advertising and social embraced the different pet characters,

placing them in Marriott hotel rooms alongside amusing quotes. A compelling promotional offer (20% off and kids stay free) drove bookings.


The campaign resulted in some of Marriott’s best ever results, while The Secret Life of Pets 2

performed well in a highly competitive summer box office.