Campaign details

Brand: Courtyard by Marriott
Brand owner: Marriott International
Lead agency: Brands & Emotions
Country: Germany
Industries: Hotels
Media channels: Content marketing, Games & competitions, Online video, Public relations, Social media, Sponsorship - sports
Budget: 500k - 1 million

Executive summary

No hotel company has ever made a significant impression in football sponsorship, until now. After acquiring Starwood Hotels & Resorts, and with a specific need to support Germany as both a source and destination market, Marriott created a multi-year partnership with leading European football club Bayern Munich, to deliver value across key business units – brand, loyalty and sales.

After just four months and with a unique, relevant and impactful activation campaign that included Europe's first ever stadium sleepover, Marriott has already smashed sales, loyalty and brand targets and rewritten the rules on hospitality use to establish the partnership and set it up for success for the remainder of the term and beyond.