In a market dominated by online travel agencies, Marriott needed to cut through the noise and convince consumers of the value of booking directly through Marriott.com.

Marriott doesn't often do 'funny,' but we wanted them to try. Produced with Above Average (part of Lorne Michaels Above Average), our team launched the #itpaystobookdirect campaign, featuring digital star Grace Helbig in quirky, humorous scenarios that showcased the benefits of booking direct.

The campaign amplified awareness of Marriott’s Best Rate Guarantee, drawing attention to the unmatched value of booking direct. Engagement surged across social platforms, solidifying Marriott’s relevance within digital culture. Within the travel industry, the campaign ignited debate, further asserting Marriott’s dominance as a leader in direct booking advocacy. Ultimately, Marriott emerged not just as a trusted choice, but as a brand worth watching.