Reflecting the change happening at its properties, the iconic Marriott Hotels, the signature brand of Marriott International, Inc., today launched its new global marketing campaign in Asia called ‘Travel Brilliantly,’ it is a bold move amplifying 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 – www.travelbrilliantly.com–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, www.travelbrilliantly.comwill 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, well-ness and technology.

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