Campaign: Save Art!
Company: SpringHill by Marriott
Nonprofit Partner: Fresh Artists
Launch Date: October 2, 2013
In partnership with nonprofit Fresh Artists, SpringHill Suites by Marriott launched a cause marketing effort called Save Art! to provide under-resourced schools with much needed classroom art supplies. During October, National Arts & Humanities Month, hotel guests and community members will be invited to make a donation in exchange for adding one of several colored paint splotches to a colorful palette wall poster displayed in the lobby (see below). Donations will be used for kits in school.
This campaign caught our attention because of the cause area of focus: the arts. Although the ever-important issues of hunger and health reign supreme in the cause marketing realm, what better way to visually engage consumers than with tangible art as this program does? We also like that instead of using a passive pin-up as a reward for a donation, this particular effort rewards consumers by allowing them to bring a piece of art to life as part of a collective whole.