Is it me ? I find the whole "Bonvoy" thing annoying. It sounds stupid ( I get the relation to bon voyage) and has no relevance. We are all adults just call it what it is - Marriott rewards program.
I am going to shoot the TV the next time I see that commercial.
My award for worst commercial of the year is one of the Loews commercial that aired multiple times on each of the March Madness basketball games. It is the commercial that shows an individual with a leaf blower who is blowing lawn clippings off his walkway back onto his lawn. The two talking heads, an actor portraying a Loews employee and Jay Wright head BB coach of Villanova, banter back and forth about this scene. The Loews actor says that this individual is very smart putting the clippings back onto his lawn since it promotes a greener healthier lawn. Jay then says it is good to see that "yardsmanship" is not dead.
There are three things that drive me crazy about this commercial. First, the Loews actor's eyes are looking a little to the right rather than straight at the camera. You mean to tell me he needed to read a cue card and could not memorize two sentences. Second, what kind of word is "yardsmanship"? Lastly, as the commercial ends they show a lawn mower that you can purchase at Loews that has a bagging attachment on it. Haven't they been listening to their own advice of putting clippings back onto the lawn?
When I think of the amount of money that Loews spent on this commercial and the number of people that reviewed and approved this before it aired, I'm really stunned. Loews must be using a JV advertising agency to save a few bucks. The problem with that strategy is that it does not portray the organization in the most professional light.
That is quite an analysis of the Lowe’s commercial. “Loews” is a hotel, by the way.
You're correct, it should be "Lowes". This is what you get when you don't proofread and spell check takes over!
In 2019 there’s no reason to be watching commercials.
... unless you still watch on-air or cable.
besides, the commercials are sometimes better than the program.
Name - Bonvoy - meh, whatever!
I reckon it’s a good idea to name the scheme differently from the company and any of the brands. It’s always been a point of confusion when referring to Marriott whether we’re talking Marriott (the corporation), Marriott (the full-service hotel brand) or Marriott (the loyalty program) and this change gets rid of at least one of those confusions. And I think Marriott may be planning to try and sell Bonvoy points as a loyalty currency to other businesses so replacing their name to give it a separate identity would assist that objective
Feel SPG is a much better name
I was hoping that all the months it took to rebrand would result in a better name, but this is what we have. I assume Marriott paid consultants a small fortune for this so it's unlikely to change.
As ridiculous as the name is - it appears to be marketing campaign genius (as crazy as that sounds!) - why? Because EVERYONE (good, bad, or indifferent) is STILL talking about it... so if anything, it is drawing attention to the brand. They can only hope that constant discussion around the name translates to increased business...
I hate the Bonvoy thing, because each hotel addresses it differently.
I stay at a Marriott location every week; some call it Bonvoy while some still refer to it at Marriott Rewards
As mentioned, this name means nothing to me except it is getting attention be it good, bad or indifferent. We, in the U.S., tend to think that we need to use cute words to describe common every day activities or locations. Yes, Bonvoy is a rewards account, but Bonvoy is chic, just like we use the word rotary to describe a circle on a road network, or we use restrooms or lavatory when we all know what they are. I guess that is why they pay millions of dollars to promote. We have to keep these folks employed.
I have not yet encountered anyone who likes the name, but have experienced several other bad strategic marketing decisions that were made because a company paid a consultant a lot of money to come up with the idea. I believe the 'goal' of the renaming was to take the emphasis away from the 'rewards' part of the program (which makes sense after the extreme devaluation of points), and emphasize the travel experience (large network of hotels and benefits provided for higher levels). It is also very difficult to come up with a name that is not copyrighted, so I give them the benefit of doubt that perhaps there were better names recommended but they were already 'owned' by other companies.
I still wish they stuck with the Marriott Rewards name. Maybe the Marriott family requested the name change because several key principals of the Marriott family are no longer being followed.
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