Marriott International is using the release of the new film “42,” about Jackie Robinson breaking Major League Baseball’s color line, to promote its loyalty program to African-Americans.
The campaign — which involves a Facebook contest, special screenings of the film and promotion of “42” on hotel room TVs, among other initiatives — is the first time Marriott International has done niche marketing for the loyalty program, called Marriott Rewards.
Apoorva Gandhi, vice president for....