The Ask
Generate awareness and create buzz around the Marriott Bonvoy Boundless Card launch among influential and well-traveled millennials. Showcase the brand’s values-driven messaging in a meaningful and memorable way.
The Solution
Based on the insight that millennial travelers connect with brands that align with their values, Afar created Travel Tales—an immersive storytelling experience, inspiring audiences to go outside their comfort zone and experience the world.
Travel Tales launched with a live storytelling event series that took place at Marriott properties in five major cities across the U.S. Each event featured notable storytellers from different backgrounds and disciplines, from writer Chris Colin and comedian Negin Farsad to CNN correspondent Sally Kohn. The Marriott Bonvoy Boundless Card was integrated seamlessly throughout the events through branding, a social media wall, gift bags, and surprise “moments” such as an impromptu musical performance or live art installation. Leading up to each event, we invited audiences to submit their own travel tales, which were read on stage.
Travel Tales was brought to life across Afar’s platforms with long-form editorial articles, animated social videos featuring clips from each storyteller, and reader-generated stories, creating a personal connection with the brand.
