Marriott: The Split Sponsorship

Marriott, a hotel brand, increased enrolment for its Bonvoy travel program in Hong Kong by using a rugby legend as its spokesperson and its sponsorship of rugby team the Kong Kong Sevens to produce a video campaign.

Campaign details

Brand: Marriott BonvoyBrand owner: Emily TaiAgency: Ogilvy & Mather Hong KongMarket: APAC

Executive summary

This is the story of how Marriott Bonvoy sponsored an event and then told people not to go. We sponsored an event that is so polarizing...