This is a selection of work I made while pitching Marriott Bonvoy for Wieden+Kennedy New York.
Marriott Bonvoy needs a soul. It needs a POV that can connect with its customers. It is also very confusing. What is it? A hotel? It is not a hotel. It is the rebrand of the parent company that owns 30 hotel brands including Marriott, The Ritz Carlton, Moxy, Westin, and many others. It is a booking service in the form of an app that is also a rewards program through which you can book flights, activities, hotels, restaurants, etc. It really is THE ULTIMATE TOUR GUIDE, and that is the POV of Wieden Kennedy. With that, we believe Marriott Bonvoy should HERO THE TOURIST. They are the largest conglomerate of hotels in the world and tourists are their customers. If they don’t do it, who will?
In response to their shortcomings, while pitching Marriott Bonvoy our main goal was to come up with a POV that is unique and relatable to the customer [being the ultimate tour guide and heroing the tourist], and helping them clearly communicate to the customer what the brand is and how it relates to its affiliations [the hotels within it].
Everything here is unrealeased, please do not share any of these compositions or ideas.
Marriott Bonvoy needs a soul. It needs a POV that can connect with its customers. It is also very confusing. What is it? A hotel? It is not a hotel. It is the rebrand of the parent company that owns 30 hotel brands including Marriott, The Ritz Carlton, Moxy, Westin, and many others. It is a booking service in the form of an app that is also a rewards program through which you can book flights, activities, hotels, restaurants, etc. It really is THE ULTIMATE TOUR GUIDE, and that is the POV of Wieden Kennedy. With that, we believe Marriott Bonvoy should HERO THE TOURIST. They are the largest conglomerate of hotels in the world and tourists are their customers. If they don’t do it, who will?
In response to their shortcomings, while pitching Marriott Bonvoy our main goal was to come up with a POV that is unique and relatable to the customer [being the ultimate tour guide and heroing the tourist], and helping them clearly communicate to the customer what the brand is and how it relates to its affiliations [the hotels within it].
Everything here is unrealeased, please do not share any of these compositions or ideas.
Illustrator
Photoshop
After Effects
Blender
Photoshop
After Effects
Blender
The Marriot Bonvoy Skeleton Key: Upon becoming a member, an enrollment package would be mailed out that contains a few items. Among them would be a unique, sleek key that can act as a keycard at Marriott hotels, a FOB that provides access to exclusive events, rooms, experiences, etc, and to make purchases to locations that accept Bonvoy points.
This is a reference to Passpartout, a fictional character that along his journey serves as the all-purpose travel guide [our POV for how Marriott Bonvoy can act in relation to the customer]. Passpartout is also the french word for skeleton key.
Ad comp examples from the pitch – TOURISTS RULE – I had a small role in the development of these compositions graphically. My efforts were more focused toward solving for issues around brand affiliation. Below are ideas of mine from all stages of the pitch that either push the POV of being the ultimate tour guide or solve for issues around affiliation and brand confusion. Also a comp with Ryan Reynolds.
The Green Lantern logo looks like the Marriott Bonvoy horizon logo.
Marriott Bonovy already has a deal with Fortnite. I made the mockup on the left to suggest Marriott Bonvoy branded airplane gliders that players can purchase for their characters. The mockup on the right suggests the creation of agents with whom you can trade gold to fast-travel to certain locations on the map. Currently, fast-travel does not exist, the idea is rooted in Fortnite ‘funding stations’ where players can trade gold for loot [guns, health].
GIFs of a moving advertisement comp and endcards for TV advertisements. The bottom two are different solves for Marriott Bonvoy’s issue of affiliation – how can they effectively connect the larger brand to the hotel brands that exist within in a way that people can understand?