Using Airport OOH to Promote Experience-Driven Campaigns and Encourage Travelers to Join Rewards Programs

 Leveraging OOH to Sell Experiences

In the evolving landscape of airport OOH advertising, there’s a shift away from simply promoting products toward selling immersive experiences that connect with travelers on an emotional level. This shift is not just about creating awareness; it’s about building lasting relationships by tapping into the deeper motivations and aspirations that drive modern travelers. 

Marriott Bonvoy’s latest campaign exemplifies this; rather than directly pushing their rewards program, Marriott is using experience-driven content to engage travelers in a way that feels authentic and relevant to their lifestyle. Their creatives focus on showcasing the exclusive, high profile ‘moments’ on offer, which contrasts to their previous campaigns where the focus lied more on promoting the rewards program itself. This shift in messaging aligns perfectly with the evolution of the modern traveler, appealing to the growing desire for adventure, luxury and exclusivity, in turn creating a powerful connection to the brand.

This approach also speaks to a broader trend in marketing where the experience itself becomes the product. Marriott is positioning its Bonvoy program not as a transactional tool, but as a gateway to unforgettable experiences. Of the 79% of consumers that are part of at least one loyalty program, 75% of those say they purchase more from these brands, ultimately turning sign ups into revenue by encouraging members to stay in Marriott hotels. 

Promoting Brand Partners Through OOH 

By partnering with iconic brands such as the Premier League, NFL, and Billboard, Marriott elevates its brand profile and aligns itself with internationally recognized names that further enhance its appeal. These partnerships not only help position Marriott as a key player in the travel and hospitality industry but also enable the brand to engage a broad spectrum of potential customers with diverse interests, further broadening its target audience. Through these partnerships, Marriott is able to draw in individuals who may otherwise have not considered joining the Bonvoy program. The ability to offer tailored rewards and experiences based on these interests further enhances the appeal of the program and motivates travelers to sign up.

Airports: The Ultimate Destination for Engaging Travelers

Airports represent dynamic hubs of activity, frequented by millions of high-value, affluent, and engaged travelers. With travelers spending multiple hours in these spaces, there is a  unique opportunity to showcase campaigns that resonate with their desires. 

These individuals are often in a mindset of planning their next destination or refining their travel itinerary, making them particularly receptive to services that enhance their journeys. Whether through loyalty programs, exclusive travel deals, or premium accommodations, Marriott’s messaging taps into the traveler’s intent to elevate their overall travel experience. 

Leveraging our OOH inventory in in Dallas Fort-Worth International Airport and Los Angeles International Airport, two of the top 5 busiest airports in the United States, is the perfect environment to introduce travelers to Marriott’s Bonvoy program, especially given that the audience in these spaces tends to include frequent flyers, luxury travelers, and international visitors. These segments are not only the most likely to engage with loyalty programs but are also highly motivated by the prospect of gaining exclusive benefits.

According to McKinsey, 65% of luxury travelers have a net worth exceeding $1million, presenting an opportunity to leverage this high-disposable-income segment. Marriott’s Bonvoy program is well-positioned to meet the needs of these affluent travelers, offering luxury, comfort, and exclusivity at every stage of their journey. This approach not only creates a sense of urgency but also encourages immediate action, ensuring Marriott remains top of mind throughout their journey.

Using OOH to Reinforce Global Accessibility 

A key differentiator in Marriott’s airport advertising strategy is its emphasis on global accessibility, allowing the brand to serve travelers wherever they may be headed. Marriott’s approach is not limited to one specific region or city but instead offers a broad array of travel-related experiences available worldwide, reflecting the global nature of their brand. 

At airports like LAX and DFW, Marriott can serve targeted content that highlights top destinations and bespoke experiences at Marriott hotels in key cities, ensuring that their messaging is not only globally relevant but also contextually personalized.  This flexibility in targeting allows Marriott to engage a diverse range of travelers, from business professionals and luxury tourists to sports fans and cultural enthusiasts. It also ensures that Marriott’s messaging remains relevant and actionable, regardless of a traveler’s point of departure or final destination. By leveraging JCDecaux airport inventory, Marriott is able to create a seamless bridge between the airport environment and the Marriott experience.