Award: CAMPAIGN CATEGORIES \ C29. Best Sponsorship

Over the coming years, Gen Z is expected to become China’s largest consumer group and a key driver of the country’s post-COVID tourism recovery. Marriott Bonvoy, the award-winning loyalty program from Marriott International, wanted to connect with Gen Z consumers and show them how it could help them broaden their horizons and enjoy travel experiences far beyond their expectations.

Given the broad appeal of travel, we knew we needed to connect with Gen Z through one of their most shared interests – video games and e-sports, a hugely growing industry in China and one almost universally popular with young people.

We took full advantage of the partnership by bringing the hugely popular e-sports franchise King Professional League with Marriott Bonvoy products and services to create a series of in-game benefits, hotel products, and exclusive experiences.