Marriott International Rebranding
The Context
Marriott was in search of a cohesive creative campaign, that brought together their Luxury, Tribute and Autograph properties. The need for the Marriott brand to retain a sense of eye-level, personal connection with guests was critical, especially for Marriott's collection of boutique hotels which stand out for being uniquely tied to the destination. MATTE was tasked to create a steady stream of digital/social content for Marriott's The Luxury Collection, and documentary content tied to The Luxury Collection's Epicurean Program.
Global brands, that operate in Marriott’s scope, demand solutions with corresponding intricacy and scalability; thus, the challenge was for MATTE to blend singular and distinct creative, with flexible strategic framework, that could still function in an astonishing variety of properties, regions, cultures, and times.
The Approach
To meet demand among today’s consumers for individual travel experiences, MATTE brings its creative lens to distinctive destinations - telling stories that further connect people to the cultures surrounding each hotel. Highlights include Mexico, Dubai, Southeast Asia, & The Luxury Collection’s new website. Matte’s appreciation for Marriott’s rich history and point of view helped guide the vision to anchor each property as connective points for their guests to be protagonists of their own journey. Doubling down on Marriott's need to signal connectedness - to people and culture surrounding its properties - the need for the brand to retain a sense of eye-level, personal connection with guests was critical, especially for Marriott's collection of boutique hotels which stand out for being uniquely tied to the destination.
The Outcome
The brand campaign took us around the globe to 6 destinations and Marriott properties. These served as the backdrop for a tapestry of narratives, presented in a 60-second hero film and an editorially-driven microsite. Focusing on more than hotel amenities and services, MATTE’s first partnership with Marriott explored the idea that ‘the desire to travel is the desire to feel’. Life, love, adventure and connectedness took center stage in the “Everyone Has A Story” brand campaign uniting three Marriott collections: The Luxury Collection, the Autograph Collection, and the Tribute Portfolio. Through creating branded social media stories and refreshing the website, MATTE was able to create a cohesive digital language and story across channels.
