Marriott Hotels has launched its Hong Kong Sevens sponsorship campaign, using retired rugby star Sébastien Chabal to play on the event’s dress up ritual, encouraging fans to ‘Stay Brilliant’.
The key video in the campaign presents an ‘innovative’ new wake up call service from the hotel brand, which turns out to be Chabal smashing through a wall in a French maids outfit.
Other videos see Chabal dressing up in ridiculous outfits, not unlike those worn by attendees to the Hong Kong Sevens tournament, singing along to the DJ ötzi song ‘Hey Baby’, as well as offering tips for people to enjoy the event.
The key theme of all the videos and the creative for Marriot International’s sponsorship of the Sevens in Hong Kong is ‘Stay Brilliant’, which hopes to show that Marriott’s focus on innovative, creative services can help people stay brilliant.
Mike Fulkerson, vice president, brand and marketing Asia Pacific at Marriott International, said: “The flagship of the Marriott International portfolio, Marriott Hotels, is a brand known for innovation. We’ve tapped international rugby star Sébastian Chabal for our ‘Stay Brilliant’ video campaign to showcase our brand promises in an uplifting and humorous way. When guests check into a Marriott Hotel, they’ll be invited to join our best-in-class Marriott Rewards loyalty program and have access to exclusive experiences.”
Creative agency Ogilvy was brought on to create the campaign, with Reed Collins, chief creative officer of Ogilvy Hong Kong, sadding: “We chose Sébastien because of his continued passion for the game of rugby, even after his retirement. During his playing years, his ability to maneuver creatively around the pitch and inspire fans is perfectly aligned with the Marriott Hotels ethos of innovation, creativity, dynamism, and inventiveness. We love the work, and we’ve very much enjoyed working with the whole client team during this process.”
The Hong Kong Sevens starts this weekend 7 April 2018 and is one of Hong Kong’s biggest sporting events.