Marriott Bonvoy Europe | Radical Path
Multi-channel digital & print asset creation, creative ideation & strategy.
Inspiring escapism through a multi-sensory campaign targeting commuters in the UK, Germany, France and Spain. Using weather and time of day tiggers to showcase a collection of hotel brands under the Marriott Bonvoy brand name. Working with the creative agency, Radical Path based in London.
Our concept was called ‘The Collection’ and was inspired by the beautiful photography which Marriott Bonvoy have to showcase their hotels all over Europe. The five hotel brands we were asked to focus on were The Luxury Collection, W hotels, Marriott Hotels, Autograph Collection and Moxy Hotels. Our goal was to effectively showcase the variety and range of the Marriott Bonvoy hotel brand portfolio.
We created a series of messages based around the triggers Rain, Cold, Morning, Evening and Generic. We then paired them with hotel photography that reinforced each message. For example, the morning trigger message was ’Wake up fresh. Anywhere in the world’ and we displayed photography of beautiful hotel bedrooms from our five halo brands.
Oxford Circus, Five Ways Tunnels
The centrepiece of the campaign was the take over of 5 tunnels in one of London’s busiest Underground Stations, Oxford Circus.
Digital Static & Video
OOH Advertising Triggers
Morning.
Copy: Wake Up Fresh. Anywhere in the World.
Shown between the times of 5-10am .
Rain.
Copy: Escape the Rain. Time to Get Away.
Shown if location weather is raining.
Evening.
Copy: Picture Prefect Evenings. Anywhere in the World.
Shown between the times of 5-10pm .
Cold.
Copy: Escape the Cold. Time to Head South.
Shown if local temperature is below 5 Degrees.
Generic.
Copy: From Dublin to Dubai And everywhere in between.
Shown if other triggers aren’t active.
In the Press.
