Goals and objectives
The Marriott Bonvoy Boundless® Card aimed to expand its customer base by appealing to a younger, more diverse audience through its new brand platform: “The Marriott Bonvoy Boundless® Card can help connect you to people and places around the world.”
To bring this message to life, the brand partnered with Insider Studios, the branded content arm of Business Insider, to create a custom campaign titled “Connected Journeys.”
The campaign was designed to:
- Increase awareness of the Boundless card among “Zillennial” consumers (Millennials and Gen Z)
- Convey the card’s core message of “connection”
- Deliver uplifting, inspirational travel stories that highlight how the card can enable transformative travel experiences
- Seamlessly integrate the card and Marriott properties into authentic narratives
The result was a three-episode branded travel series that followed influencers on meaningful journeys across the U.S., showcasing how the Marriott Bonvoy Boundless® Card supported their adventures and connections along the way.
Surprising Insights
(No surprising insights were provided in the original case study.)