As a newly integrated member travel program launched by Marriott international, Marriott Bonvoy hopes to overturn travelers' perception of traditional hotel frequent-flier programs and strengthen the concept that "Marriott Bonvoy is a wonderful trip". By taking advantage of the Shanghai F1 event, invited members and cross-circle opinion leaders to participate in exclusive activities, broke the hotel marketing barriers, so that the concept of Marriott Bonvoy could burst "out of the circle" in a short period of time. Upgraded the existing official social media platforms weibo and WeChat, and took the lead to settle on Xiaohongshu platform, incubating the official "web celebrity" clocking location. The whole platform issued the # Bonvoy soliciting order #, to discover, cultivate and maintain loyal members and "star" members over the long term, and maintained the continuous fission output of brand and product value in different circles. The cognitive innovation can be realized by the strategy of points to surface.