Marriott re-brands flagship brand as worldwide campaign launches

21st Jun 2013
Marriott re-brands flagship brand as worldwide campaign launches Marriott has kept its iconic 'M' logo

Reflecting the transformative change happening at its properties, the iconic Marriott Hotels, the signature brand of Marriott International has launched a new multi-year global marketing campaign.

Called ‘Travel Brilliantly’, the 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 TV, digital and mobile advertising, a new brand look and logo, and enhanced social media platforms.

In addition, Marriott is launching a new website – Travel Brilliantly - revealing innovations under development, as well as a co-creation platform to solicit user-generated ideas.

At its core, the 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 transforming itself and reasserting 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 new website will be a platform for portraying Marriott’s past and future innovations and soliciting similar, future-forward ideas from influencers, experts and travelling 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.

Marriott’s new campaign will run online in prominent news and lifestyle outlets, such as Fast Company, Mashable and Wired, and in key mobile placements beginning in June.

Television spots featuring ads from the campaign will begin in September.



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