Marriott Bonvoy

Marriott Bonvoy Motion Identity Montage

Context

Develop a motion identity for Marriott Bonvoy, the new rewards program from the world’s largest hotel brand, post-acquisition of Starwood Hotels.

Strategy

An elegant and informative design system delivers the rich benefits of Bonvoy on all platforms, uniting 6,900 hotels in 130 countries for the first time.

Solution

A visually-stunning on-air identity and brand teaser catapulted Marriott Bonvoy into the online travel zeitgeist, driving brand awareness at launch and beyond.

Unified Motion Identity

We first defined the motion identity that invites travelers to experience the breathtaking world of Bonvoy rewards.

Collaborating with Marriott’s content and marketing teams, we began with a comprehensive redesign of the company’s global in-room TV channel that replaced both Starwood and Marriott channels with a single unified system. As one of the brand’s leading communication platforms, the new channel allows deeper immersion into all of the experiences and unique opportunities that Bonvoy makes available to its members.

Channel Development

We worked to bring Marriott Bonvoy to life with a brand story that’s bigger than the sum of its parts.

Taking cues from the premium quality of Marriott’s existing video content, we developed a seamless system to link each piece with a bigger message that highlights the benefits of Marriott Bonvoy — folding the details of the program into a celebration of the amazing locations, perspectives, and once-in-a-lifetime connections that Bonvoy’s vision of “good travel” delivers.

Our creative team led end-to-end assembly of the channel content, from design, copywriting, editing, animation, and audio for all interstitial and navigational elements, to setting the sequence for the programming content lineup.

Global Tools

We also created international versions, design toolkits, and a PR video to help launch Bonvoy around the world.

We delivered translated language versions of the channel for properties in Europe, North America, the Middle East, Africa, Asia, and Latin America, with bespoke adaptations for the brand’s luxury properties.

To prepare for the brand launch announcement, we produced a PR video that introduces the program benefits and hotel properties to a new generation of travelers seeking the ultimate global travel loyalty program.