Singapore – Marriott Bonvoy has launched The Never-Ending Staycation, a three-part comedy series created with independent agency :Teeth, aimed at repositioning staycations as recurring lifestyle rituals rather than special-occasion escapes.
At the centre of the series is Annette Lee, whose recurring comedic characters have built a strong online following in Singapore’s social media ecosystem.
Lee plays three distinct personas across the campaign: Tiffany, a part-time influencer chasing small luxuries; Mei Lin, an overworked mother seeking family downtime; and Sharon, a retired aunty fully embracing solo enjoyment and unapologetic indulgence.
Across the episodes, the characters repeatedly run into one another while awkwardly trying to explain why they are back at another staycation yet again.
“We didn’t want to simply tell people there are 19 hotels to choose from,” said Mikey Batt, Creative Director at :Teeth.
“We wanted to give them characters, stories and reasons to keep watching. The idea behind the campaign is that one great stay is never the full story. So instead of making one ad, we made a series,” Batt said.
The campaign was filmed across Courtyard by Marriott Singapore Novena, JW Marriott Hotel Singapore South Beach, and Frasers House, a Luxury Collection Hotel, Singapore, each representing different staycation moods ranging from family-oriented escapes to urban luxury experiences.
Rather than spotlighting individual hotel properties through conventional tourism advertising, the campaign frames the wider Marriott Bonvoy portfolio as a rotating cast of experiences tailored to different emotional needs and life stages.
The campaign is anchored primarily on Annette Lee’s own social channels, allowing Marriott Bonvoy to tap directly into her existing audience and creator identity rather than relying solely on branded media placements.
Additional trailers, short-form clips, and mini-episodes are being distributed across Marriott Bonvoy’s channels to extend the campaign narrative.
The activation also extends offline through a consumer giveaway tied to Frasers House, where users are invited to submit their own reasons for needing a staycation via Instagram.
Fifteen winners will receive two-night stays at the property, while another fifteen will receive dining experiences across the hotel’s restaurants and lounges.
