WE WORKED WITH MARRIOTT BONVOY &
THEIR STRATEGIC AGENCY PHOENIX
TO REFINE & RELAUNCH
THEIR BRAND VOICE AT A GLOBAL SCALE
This included redefining their vision and mission, crafting a distinctive tone of voice, and creating a comprehensive writing guide featuring 100+ headline examples.
BELIEF
Travel broadens the mind and bridges the distance between us
PROMISE
Travel is better as a Marriott Bonvoy member — Our extraordinary brands transform every journey into an opportunity to enjoy new places, new people and new experiences.
PERSONALITY PRINCIPLES
Our five personality principles guide us
in what we say and do, and how we encourage or help people see the world in a new way…
Opening a Door to Beyond
From those once in a lifetime adventures, to simple necessary pitstops — we’ll take you further, but stay close enough to care. Because even the grandest hotel is often just a part of the greater adventure.
The epic, every day. And the everyday epic.
The world is an amazing place. Think about how our global reach and reputation for hospitality can give every single traveler confidence to take a leap beyond their usual expectations.
Being Interesting & Interested
Give the traveler unexpected, interesting snippets of knowledge, references a shared understanding of travel, and the wider world beyond, and ensuring our members come home with the best stories to tell.
Finding new ways to look at things
Conventional wisdom is so conventional— Let’s challenge people to think differently by reworking well-known
phrases and sayings, making them surprising or amusing.
If you know, you know
Let’s make people feel like they’re part of the gang —
by popping the pretensions of travel, sharing inside jokes and tapping into the collective humour of our members.
GUIDING THE GUIDES
To embed the new voice across markets, we led global workshops for local agencies and developed specialist modules focused on social media and recruitment, ensuring consistency and adaptability across all channels and touchpoints.