Introduction

 

Marriott Australia Hotels engaged Pulse to design and adapt the ”Travel Brilliantly” campaign theme for the Australian market.

 

The Travel brilliantly – concept

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 ‘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 Challenge

When we created the new brand visuals we tried to preserve the iconic image of the hotel while updating and modernising its overall image.

We also included Australian iconography and ”quality of life’ values to represent the four Marriott hotel’s in the country.

 

The Solution

 

We designed new emblematic visuals for the new Marriott experience, with the purpose of shifting the focus from the traditional industry idea, including and celebrating the new values of the next generation guests.

 

     

 

The idea behind the new branding campaign revolved around the next generation guests, who tends to blend work and play in a mobile and global world.  

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”