Marriott Bonvoy is the newly unified loyalty program, born from the merger between hospitality giants Marriott, Starwood, and The Ritz-Carlton. As a result, Marriott now has 30 brands and a presence in over 130 countries, with one in two hotel rooms worldwide being theirs.

Three loyalty programmes needed to become one under the new Marriott Bonvoy brand. The challenge was clear; to reveal the new name, brandmark and identity elements to the 450 associates working at the Marriott International MENA Regional Office and to help to build culture around a new, single brand.

We created various branded touchpoints, including a giant jigsaw puzzle, branded elevators, life-sized social media posts, hashtag sculptures, as well as a large typographic donut wall. For the grand reveal, the new brand identity was featured on each of the HQ windows, to be discovered when blinds were opened. The brandmark encompasses the sunrise, symbolic of the start of a new day and a new world that awaits Marriott Bonvoy travellers and associates. The horizon unites an exciting world of possibilities with access to ‘moments’ of fulfilment.

By creating educational collateral, workshops, and activations for the launch, we helped the client by unifying three loyalty programmes under one banner, and resultingly, achieve recognition as the world’s largest travel programme. With the launch of Marriott Bonvoy, associates are now eligible to collect and redeem points when staying at a Marriott property, whilst also enjoying exclusive member benefits worldwide. The launch event reached over 800 property associates across three offices: Dubai, Cape Town, and Johannesburg.

As the new brand reveal was a closely guarded secret, the activations had to be installed overnight, with the last being completed an hour before the first Marriott associates arrived at their headquarters.