Marriott Bonvoy
Pinterest’s Premiere Spotlight and Immersive media campaign drive strong lifts in Marriott Bonvoy’s brand and business metrics.
Goal
As travelers set their sights on 2025, the desire to explore new types of travel is more powerful than ever.
For Marriott Bonvoy, this shift in travel behavior presented a unique opportunity to position their portfolio of brands as the go-to options for those seeking unforgettable outdoor experiences.
The company aimed to capture the attention of travelers planning their next getaway, driving both brand awareness and site traffic, while reinforcing Marriott Bonvoy as an authority in extraordinary travel.
To reach high-intent travel audiences, Marriott Bonvoy sponsored a trend from Pinterest Predicts, the platform's annual forecasting report that identifies what will be trending in the future based on growing data signals. Unlike reactive trend marketing, Pinterest Predicts leverages billions of data points, visual search technology, and machine learning to spot trend clusters before they hit mainstream. When brands associate themselves with Pinterest Predicts trends, they gain the credibility of being first—positioning themselves as taste-makers rather than trend-followers.
When Pinterest Predicts 2025 surfaced "Peak Travel" — suggesting mountain ranges and outdoor adventures to be most sought after in 2025 — as a rapidly growing search trend, Marriott recognized a strategic alignment with its outdoor offerings. Built entirely around this insight, Marriott launched a strategically targeted campaign using Pinterest's Trend Badge, Premiere Spotlight takeover, and a platform-first Trend Drop sweepstakes to reach adventure-seeking travelers. The launch also included a pop-up Concierge desk in NYC, providing visitors with themed giveaways and getaways. By anchoring their strategy in Pinterest Predicts' forward-looking intelligence, Marriott positioned itself at the forefront of the Peak Travel conversation before vacation plans began taking shape, creating compounding value as the trend continues to build mainstream momentum.
Strategy
Marriott Bonvoy strategically partnered with Pinterest to launch a high-impact campaign that capitalized on the platform’s "Peak Travel" trend. The brand used Pinterest’s Premiere Spotlight – the platform’s most prominent ad placement that puts content at the top of the search page – to capture maximum visibility during key travel planning periods. This was complemented by an editorial sponsorship on Pinterest’s search landing page, thoughtfully targeting users interested in outdoor activities like skiing and snowboarding. Marriott also ran a digital Trend Drop, inviting Pinners to enter a sweepstakes for an exclusive “Peak Travel Getaway,” further driving engagement and awareness.
The campaign's precision targeting extended to Marriott Bonvoy’s loyalty program members, leveraging Actalike audiences to engage those with similar behaviors and interests. By retargeting users who engaged with key campaign touchpoints, Marriott Bonvoy successfully boosted brand awareness, message association and bookings - placing the brand front and center as the ultimate choice for outdoor adventure travel in 2025.
"
Our collaboration with Pinterest to co-launch the ‘Peak Travel’ Predicts trend was a gamechanger for Marriott Bonvoy. It empowered us to deeply engage travelers drawn to outdoor destinations and significantly boost key brand metrics. This campaign is a powerful testament to the strength of our partnership with Pinterest, leveraging real data-driven insights to forge authentic connections and drive standout results across our brand portfolio."
Terri da Silva
VP, Global Portfolio, Brand and Content Marketing, Marriott Bonvoy
15x
higher lift in aided brand awareness vs. vertical average1
5x
higher lift in message association vs. vertical average1
Results
Marriott Bonvoy's partnership with Pinterest helped deliver impressive results, exceeding expectations across key metrics. The campaign saw a remarkable 15x higher lift in aided brand awareness compared to the industry average, signaling how well Pinterest’s Peak Travel trend resonated with travelers. Additionally, Marriott experienced a 5x higher lift in message association compared to industry averages, indicating that the campaign not only drove awareness but also successfully positioned Marriott Bonvoy as a top choice for outdoor adventures. Ultimately, this campaign delivered upon lower-funnel metrics as well, creating full-funnel benefit from awareness to conversions.
Explore Related Resources
Premiere Spotlight
Marriott Bonvoy used Pinterest’s high-impact Premiere Spotlight takeover to capture attention during key travel planning moments, ensuring their campaign reached a wide audience of adventure-seeking Pinners on mobile.
Trend Drop
The campaign included a custom Pinterest Predicts Trend Drop featuring a sweepstakes tied to the “Peak Travel” trend, helping drive deeper engagement, consideration, and excitement among users looking to plan their next outdoor escape.