Marriott has revamped its logo as part of a major global initiative intended to modernise the company’s brand.
The unveiling of the hotelier’s new ‘M’ logo marks the start of a multi-year rebranding initiative, under the new strapline ‘Travel Brilliantly’. According to Marriott, the revamped branding is intended to target “the next generation of travellers” who “blend work and play”.
Along with the new logo and slogan, the marketing campaign includes TV, digital and mobile advertising and an enhanced social media presence. In addition, Marriott is launching a new website, travelbrilliantly.com, which will focus on the company’s latest innovations and gather new ideas.
“The iconic Marriott Hotels brand is transforming itself and reasserting its position as an innovation leader,” said Mara Hannula, Marriott’s vice president of global marketing. “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.”
The new campaign has been devised by New York-based advertising and communications agency, Grey NY.
“The ‘Travel Brilliantly’ campaign re-establishes Marriott’s role as a pioneer in the travel industry,” explained Jan Egan, Grey NY’s executive creative director. “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 through travelbrilliantly.com, Marriott will define the future of travel.”
To drive guest feedback and new ideas, Marriott is launching a new online contest. Any new innovation suggestions in the areas of design, F&B, wellness and technology submitted between now and the end of September will be entered and judged by a panel. The creator of the best idea will have the chance to work with the Marriott team.
In addition to the branding work, Marriott is also undertaking a major renovation of its hotel lobbies. Re-designed lobbies and new public spaces known as ‘Greatrooms’ are being designed as high-tech social areas where modern travellers can work and socialise.
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