- The Washington Times - Sunday, February 8, 2004

Marriott International Inc. is focusing on real-life travel experiences with an advertising campaign that began last week.

The campaign, created by McGarryBowen of New York, is a “strategic shift” from what the Bethesda-based hotel company has done with its advertising over the past several years, said Deborah Fell, Marriott’s senior vice president of marketing strategy and integration. Instead of detailing promotional messages, the company is focusing on its individual brands.

The campaign, titled “It’s the Marriott Way,” includes seven TV spots, and print and online advertising. It promotes Marriott Hotels & Resorts, JW Marriott Hotels & Resorts, Renaissance Hotels & Resorts, Courtyard, Residence Inn, Fairfield Inn and SpringHill Suites.

One TV spot for Marriott Hotels & Resorts is based on a real-life incident. It features a business traveler packing for a trip when his daughter walks off with one of his dress shoes and replaces it with one of hers. The father, who arrives at a Marriott hotel in London, doesn’t realize the mix-up until one hour before a meeting.

The Marriott staff fixes the problem when a bellman offers his own dress shoes to the guest. Dean Martin’s rendition “Just in Time” is playing during the ad.

“Our campaign speaks to people not as consumers but as human beings,” Ms. Fell said.

The TV spots feature popular songs from the 1930s, 1940s and 1950s, including re-recorded versions of “Stay” by the Zodiacs and Cole Porter’s “I’ve Got You Under My Skin.”

The TV spots will air nationally on major cable and network programming. Ads will appear in major daily newspapers and business and news magazines, as well as online.

In other news …

• Redman Communications in Rockville has been hired by Paley Rothman, a law firm in Bethesda, to provide marketing communications services including a print campaign promoting the firm’s practice areas.

• The Federal Trade Commission’s Office of Consumer and Business Education has selected HMA Associates Inc., a multicultural marketing firm in the District. The agency will develop an education awareness campaign for Hispanics providing information about various federal regulations available to protect consumers.

• Demaree Public Relations Inc., based in Germantown, has been selected by BioPoint Solutions Inc., which provides tech solutions and professional services for the biotechnology and pharmaceutical industries. Demaree will handle BioPoint’s corporate debut, a market visibility campaign, provide ongoing strategic counsel and implement other public relations and media outreach for the 2-month-old company.

• The D.C. Chamber of Commerce has started a TV show promoting businesses in the District. “DC Chamber Chat,” taped last month, began airing Feb. 1. It is hosted by Barbara Lang, the chamber president and chief executive. The 30-minute show airs on District Cable 16 four times a week. “DC Chamber Chat” includes interviews and footage from around the city and at Chamber events. A new episode will be taped and begin airing next month.

Donna De Marco can be reached at 202/636-4884. Advertising & Marketing runs every other Monday.

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