Asia Pacific hospitality branding campaign

1 May 2023

The multi-language campaign was designed to achieve relevance and consistency for the global brand across the diverse Asia Pacific

The world’s biggest hotel group Marriott International recently launched a campaign to move the needle on Greater China and Asia Pacific event bookings for their Marriott Bonvoy loyalty program.

Designed and developed by leading branding and digital agency Stepworks, the campaign aims to position Marriott properties as the premier choice for business events, conferences, and meetings across the region.

Targeting multinational corporations and event organisers in the Asia Pacific region, the campaign was produced in several regional languages, including Chinese, Japanese, Korean, and Thai.

Sparking excitement for the brand

Depicting slice-of-life images from various events, the campaign invited audiences to SPARK This Moment.

SPARK is presented as an acronym for Success, Passion, Appreciation, Relationships and Kindness.

These attributes headlined key concepts fulfilling event organiser’s needs, Marriott Bonvoy offerings, and Marriott International’s brand values.

Valuable consistency across a diverse region

The campaign was designed as a creative toolkit, including messages, images, video and guidelines, for use by teams in Marriott’s regional properties.

These brand assets enabled them to reach their markets through an array of channels, including social media, email marketing and targeted online advertising.

Close, wholehearted collaboration between the Marriott and Stepworks teams resulted in positive outcomes for the project.

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