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Travel Brilliantly


Travel Brilliantly

The digital presence of Marriott Hotels' Travel Brilliantly campaign manifests as a quarterly digital magazine centered around a single theme per issue. With original, quality content and an editorial-inspired design, Marriott Hotels aims to inspire unique and fulfilling travel experiences for the "Inventive Class".

BRIEF

In 2013, Marriott Hotels began an effort to reposition themselves as an innovative travel company and launched a multi-channel campaign platform called Travel Brilliantly. Critical Mass was asked to develop a responsive website for the campaign that could communicate their new brand positioning and POV with engaging content that can be repurposed and distributed throughout the new digital ecosystem and the Marriott.com consumer journey. The new site should feel less like a shopping destination and more like a content destination where users come to discover travel inspiration and engage with editorial content.



AUDIENCE

As a part of their repositioning strategy, Marriott Hotels identified their target audience as part of what they call the "Inventive Class"—clever, resourceful, uncompromising travelers keenly focused on their goals and success. They are often business travelers whose definition of a life well-lived is multi-dimensional; they are not willing to compromise their families, friends, their personal curiosities or passions—it all has to move forward simultaneously.

SOLUTION

Our audience did not need another travel site filled with continually updated, ‘typical’ content found elsewhere. They want original content that is inventive, dynamic and thoughtful, representing who they are, and the brands they love. To that end, we developed Marriott Magazine—a quarterly digital magazine that prioritizes quality over quantity.

Our first issue centered around the theme of Curiosity and curated original content that could also be used across social channels and in an in-room publication in the future. We hired writers and arranged for interviews of interesting people like Neil DeGrasse Tyson. We leveraged content from Marriott Hotels' partners TED and VSCO. The Wordpress-based solution was designed as a modular system of templates to maximize flexibility of content within their budget. Our team also found unique ways to integrate booking flows within each article type.
 

Aside from the project mimicking the calendar, strategy and overall model of an editorial magazine, we also designed the aesthetic and functionality to do the same, down to the vertical "spine" acting as our desktop navigation.

 

TRAVEL BRILLIANTLY SITE

SITE DESIGN: Donica Ida, GABBY BURLESON
CREATIVE DIRECTION: EMIL LANNE
UX: JON MOK, EVINN QUINN

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