Marriott Bonvoy makes loyalty effortless in new BBH Singapore campaign
Marriott International and BBH Singapore have launched a new campaign for Marriott Bonvoy, the global hospitality group’s award-winning loyalty programme, built around a simple idea: loyalty doesn’t have to be complicated. The main film follows an everyday traveller as he discovers Marriott Bonvoy for the first time.
Many travellers assume loyalty programmes are designed only for frequent flyers or business elites, requiring significant effort and offering little value to those who travel just once or twice a year. The new campaign, Loyalty’s Just That Easy, challenges these perceptions by positioning Marriott Bonvoy as a programme for everyone. It highlights how members can easily earn and redeem points across more than 30 hotel brands at various price points—and beyond hotel stays, including spending on food, beverages and spa experiences. Whether you stay when you want or where you want, points add up naturally.
Directed by Emmy Award-winner Rhys Thomas and produced by Stink London, it captures the traveller’s surprise at every turn of his journey as he realises that even the smallest moments of relaxation can earn him points, highlighting just how easy and rewarding loyalty can be with Marriott Bonvoy.
The campaign launches with three versions of the hero film, each led by a different protagonist from India, Japan, and Korea, followed by 30- and 15-second versions, which also spotlight the ease of earning points with Marriott Bonvoy.
Xue Ying Mei, Vice President Marketing, Marriott International Asia Pacific excluding China (APEC) said: “We know loyalty programmes can feel complicated and real-world usage might seem like hard work. This campaign aims to correct these perceptions, showing how loyalty with Marriott Bonvoy is effortless. The variety of our hotel brand options means there’s something for everyone, and members can transform moments of relaxation — both big and small — into points.”
Khairul Mondzi, Executive Creative Director, BBH Singapore, added: “Most hotel loyalty programmes make you feel like you need a spreadsheet just to know where you stand, not to mention the effort it takes just to earn the points. We started with a simple question. What if loyalty didn’t feel like effort at all? That idea became the foundation of this campaign, built around the moment you realise you don’t have to try. It just works.”
Breaking on January 5, the films will run across the Asia Pacific region, including India, Japan, Korea and Indonesia, as part of an integrated campaign that also covers OOH, digital and social channels. This will be followed up with further activations through the first half of 2026.
Credits
Client: Marriott International
Senior Director, Brand Marketing: Cassandra Leong
Senior Manager, Brand Marketing, Premium & Select, APEC: Nishant Udeshi, Evelyn Phoa
Agency: BBH Singapore
Managing Director: Sid Tuli
Chief Creative Officer: Sascha Kuntze
Chief Strategy Officer: Stephane Missier
Executive Creative Director: Khairul Mondzi
Creative Director: Gustavo Bonzanini
Senior Art Director: Melissa Ho
Senior Copywriter: Judy Au
Head of Production/Executive Producer: Wendi Chong
Producer: Isabelle Lee, Nadira BMZ
Senior Account Director: Melissa Law
Associate Account Director: Sabrina Ang
Account Executive: Claudia Tan
Head of Strategy: Amanda Lim
Associate Director of Strategy: Felicia Ong
Strategist: Ryan Chong
Social Specialist: Kristal Lee
Operations Director: Eddie Jackson
Designer: Sheng Yong Ng
Senior Creative Studio Designer: Siew Wan Kew
Senior Animation Artist: Beverly Ng
Stink London
Executive Producer: Kate Sharpe
Producer: Genevieve Simmers
Director: Rhys Thomas
Director of Photography: Joost van Gelder
1st Assistant Director: Benjamin Glickman
Production Manager: Samantha Linzell
Kindred Collective
Executive Producer: Trudi Koh Maybury
Photographer: Nicky Loh
Photographer Assistant & Lighting: Yann Cloitre
DI: Visual Thing
Post Production
Offline: Ryan Boucher, Pang Wei Fong, Tammy Quah
Colourist: Philip Hambi
Studio DOF Executive Producer: Ashley Jin Kim
Studio DOF Producer: CJ Hwang
Music: Songtradr
Sound design: FVSE
