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Blazing the Trail to Brand Loyalty

Marriott Rewards wanted to reach the next generation of travelers and engage them on their own turf, in ways that connected with their passions and goals. With lack of internal resources to shape a global program and carry it across the finish line, Heather and 160over90 developed a partnership with Spartan races, the largest global obstacle racing program. The program offered member benefits favorable to Spartan racers and fans and celebrated their accomplishments. Not only were acquisition goals reached, over 650MM impressions across earned, paid and owned channels were achieved using PR, experiential marketing, email and influencers.

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