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Project

Client: Marriott Bonvoy

Year: 2019

Industry: Travel & hospitality

Awards: Transform MENA Award Winner: 1x Gold

Deliverables

Portfolio, visual, verbal, interaction, packaging, digital content, environmental, corporate, event, engagement, production, guidelines

Three goes into one

Marriott Bonvoy® is the newly unified loyalty program, a result of the merger between hospitality giants Marriott, Starwood and The Ritz-Carlton. As a result, Marriott now has 30 brands and a presence in over 130 countries with one in two rooms worldwide being a Marriott brand. Three loyalty programmes needed to become one by falling under the new Marriott Bonvoy brand. The brief was clear; to reveal the new name, brandmark and identity elements to the 450 associates working at the Marriott International MENA Regional Office.

Based on the provided brand guidelines and our approved customer journey, we created various branded touchpoints. The final elements included a giant jigsaw puzzle, branded elevators, life size social media posts, hashtag sculptures as well as a large typographic donut wall. Finally, the brand identity was revealed on each window when opening the blinds. The brandmark encompasses the sunrise; symbolising the start of a new day and a new world that awaits Marriott Bonvoy travellers and associates. The horizon unites an exciting world of possibilities with access to ‘moments’ of fulfilment.

Three goes into one

Marriott Bonvoy® is the newly unified loyalty program, a result of the merger between hospitality giants Marriott, Starwood and The Ritz-Carlton. As a result, Marriott now has 30 brands and a presence in over 130 countries with one in two rooms worldwide being a Marriott brand. Three loyalty programmes needed to become one by falling under the new Marriott Bonvoy brand. The brief was clear; to reveal the new name, brandmark and identity elements to the 450 associates working at the Marriott International MENA Regional Office.

Based on the provided brand guidelines and our approved customer journey, we created various branded touchpoints. The final elements included a giant jigsaw puzzle, branded elevators, life size social media posts, hashtag sculptures as well as a large typographic donut wall. Finally, the brand identity was revealed on each window when opening the blinds. The brandmark encompasses the sunrise; symbolising the start of a new day and a new world that awaits Marriott Bonvoy travellers and associates. The horizon unites an exciting world of possibilities with access to ‘moments’ of fulfilment.

Results & testimonial

By creating educational collateral, workshops and activations for the launch, we helped the client bring three loyalty programmes under one unified banner and achieve recognition as the world’s largest travel programme. With the launch of Marriott Bonvoy, associates are now eligible to collect and redeem points when staying at a Marriott property, whilst also enjoying exclusive member benefits worldwide. The launch event reached over 800 above property associates across three offices: Dubai, Cape Town and Johannesburg.

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