The world’s largest hotel company has joined forces with one of the world’s largest and most internationally recognised sporting brands – Manchester United – to kick-start promotion of the company’s new loyalty program, Bonvoy.
The multi-year arrangement will see Marriott Bonvoy displayed on pitch-side digital billboards during matches and appear in other promotional material supported by the English Premier League powerhouse.
In addition, the current 120 million-plus members of Marriott Bonvoy – an amalgamation of the former Marriott Rewards, Ritz-Carlton Rewards and Starwood Preferred Guest programs – can bid points to access a variety of highly exclusive and much coveted match-day Marriott Bonvoy Moments.
These include the ability to stand in the arrival tunnel to welcome the Manchester United players on their arrival at Old Trafford on game day. This experience will also allow the ticket holder to get up close to their football heroes and to meet a club legend on the pitch prior to kick-off.
Members can also opt to be a ‘Kit Manager’ for the day as they shadow a staff member preparing the team kit, including jerseys and other equipment, ahead of the team’s arrival. A third option is to become a ‘Stadium Announcer’ for the day and work with the ground’s PA announcer as they carry out pre-match duties including announcing the team lineup for the crowd before kick-off. All three experiences including VIP pre and post-match hospitality as well as premium seats to watch the match itself.
The tie-up comes as Marriott International kicks off an immense global marketing program in favour of its new Bonvoy program. Campaigns under the tagline “Rewards Reimagined” will be seen on television, mobile, print, digital video, social media, outdoors and cinema platforms globally, kicking off at the 91st Academy Awards next week.
Manchester United Group Managing Director, Richard Arnold, said Marriott International was a leader in its field.
“We’re excited to be partnering with them as Marriott launches its new travel programme, Marriott Bonvoy. Together we look forward to creating some unforgettable moments for Marriott Bonvoy members, inspired by the thrill and excitement that only Manchester United can create for fans around the world.”
See below for a special video highlighting the new partnership.