Marriott International: Creating a Luxury event brand experience

Marriott International hotel group briefed us to create the naming & theming, art direction, structure and content of an event experience in Shanghai that would bring together their General Managers (‘GMs’) to signal a moment in time for MILUX (the overarching brand for Marriott luxury hotels). The brief had six key pillars:

• Reinforce positioning

• Strengthen commitment

• Highlight opportunity

• Build a community (see 'GM8 image)

• Create advocates

• Deliver impact and intimacy

Standards and expectations for luxury travel are higher than ever – and an event for their luxury GMs should be no different, so we created an experience that would immerse them in the MILUX story, showcasing the power of Marriott’s global brand and the latest innovations and insights that are driving the evolution of luxury travel. My role was strategic & creative direction working with the talented Martin Cleave, producer Issy walker and the Instinctif Partners Engagement Consultancy team. I also scripted and directed a cinema-quality video for huge, wrap-around Watchout screens, which I can show you on request due to copyright restrictions.