Reflecting changes now taking place within its properties, Marriott Hotels, the signature brand of Marriott International, Inc. (NYSE:MAR), today launched its new global marketing campaign in Asia. Called ‘Travel Brilliantly,’ the campaign is a bold move to amplify the brand’s dedication to leading the future of travel.
The dynamic campaign reflects the lifestyle of the next generation of travellers, who seamlessly blend work and play in a mobile and global world. The campaign includes online TV and digital advertising, a new brand look and logo, and enhanced social media platforms. In addition, Marriott has launched an English-language website revealing innovations under development within the brand, as well as a co-creation platform to solicit user-generated ideas.
At its core, the multi-year campaign disrupts the traditional industry idea that a hotel is bound by its four walls. Rather, the campaign shifts the focus, celebrating how the global travel experience opens minds and is inspirational. As the advertising proclaims, “This is not a hotel. It’s an idea that travel should be brilliant… It’s not only about where you’re staying. It’s about where you’re going.” From culinary to design to technology, the new campaign draws on the personal passion points and values of the next generation guest, to create a visual that is emblematic of the new Marriott experience.
“The iconic Marriott Hotels brand is on a journey to transform itself and reassert its position as an innovation leader,” said Mara Hannula, vice president of global marketing, Marriott Hotels. “Therefore, the campaign had to be bold in not only staking our claim, but also engaging the next generation of travellers to join us in co-creating the future of travel.“
To signal change, Marriott created a new brand logo, keeping its iconic ‘M’ while modernising its overall appeal. Grey NY, one of the world’s leading advertising and communications agencies developed the integrated campaign and the new brand voice.
“The ‘Travel Brilliantly’ campaign re-establishes Marriott’s role as a pioneer in the travel industry,” says Jan Egan, Executive Creative Director, Grey New York. “Beyond creating new industry advancements, Marriott is shifting the process of how these innovations are ideated. By fostering dialogue with guests and engaging the modern traveller to co-create the travel experience, Marriott will define the future of travel.”
The new website will be a platform for portraying Marriott’s past and future innovations and soliciting similar, future-forward ideas from influencers, experts and traveling consumer enthusiasts. Visitors to the website are invited to share their groundbreaking ideas to improve the modern travel experience across design, culinary, wellness and technology.
Phase one of Marriott’s new campaign in Asia will see a 30-second video advertisement run online in prominent news and lifestyle outlets in China, India and Australia, such as Youku, PPTV, YouTube, Fairfax Media, BBC India and CNBC India from the end of August. The second phase of the campaign will see the Marriott Hotels brand tie up with TripAdvisor/Daodao to drive engagement and participation through the use of Key Opinion Leaders and bloggers to curate editorial content on the brand’s four key pillars to enable people to Travel Brilliantly.
On-property elements representing 30 touch points, including key cards, flags, “do not – disturb” hangers, in-room directories will embrace the brand’s new visual look. These will feature a series of topographical maps and travel-inspired patterns, inviting travelers begin their journeys with and then beyond the hotel. These will be progressively rolled out in AP hotels in 2014.
As a part of Marriott Hotels’ transformation, the iconic brand has been innovating throughout its hotels globally. Re-designed lobbies and public spaces known as Greatrooms are being rapidly deployed for the next generation of travellers who blend work and play, demand style as well as substance, and require up to the minute technology.