Marriott appoints Pulse to design the “Travel Brilliantly” campaign in Australia

Introduction

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

The Travel Brilliantly 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.”