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Marriott revamps master brand

Sydney Harbour Marriott at night - EDITED

Marriott has revamped its master brand logo and launched a new global marketing campaign on the back of it.

Marriott created a new brand logo, keeping its iconic ‘M’, while modernizing its overall appeal, according to the company’s vice president of global marketing, Mara Hannula.

Grey NY, one of the world’s leading advertising and communications agencies developed the integrated campaign and the new brand voice, which Hannula said was a bold move amplifying the brand’s dedication to leading the future of travel.

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 – www.travelbrilliantly.com –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.

New Marriott logo “The iconic Marriott Hotels brand is transforming itself and reasserting its position as an innovation leader,” Hannula said.

“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.”

According to the company, the new website, www.travelbrilliantly.com 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. Ideas submitted through the end of September will be entered into a Co-Creation contest, where three judges, Shira Lazar, host of “What’s Trending,” Marc Kushner, Co-Founder of Architizer and Matthew Von Ertfelda, Vice President of Innovation at Marriott will identify top ideas that could truly change the future of travel.

Fifteen first prize winners will be chosen and the judges will choose the creator of the best overall idea, who will have the opportunity to travel with and design future innovations alongside Marriott experts, impacting travel for the next generation.

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