CATEGORY:
CAMPAIGN BRAND
YEAR:
2024
AGENCY:
160over90
in collaboration with Obsidianworks
THE GIST OF IT:
Originating in 2014, LoveTravels™ has been Marriott’s philanthropic campaign. Previously, LoveTravels™ was seen exclusively as Pride-focused campaign, however, now, LoveTravels™ is looking to reach a younger and more diverse audience, with a new range of commitments: to Nurture, to Sustain, to Empower, and to Welcome.
When it comes to love, you get out what you put in. When you spread love, you get it back. That’s why the LoveTravels™ platform amplifies both Marriott’s stories and the incredible stories of people all around us.
Marriott Bonvoy came to 160over90 with an established and recognizable visual and written brand. Our challenge was translating that brand authentically into their philanthropic space. With a streamlined, easy-to-use design system built from existing assets and adaptable across languages, Marriott’s LoveTravels™ serves as the conduit for reflecting their values of love back into the world.
Because LoveTravels™ spans the entire Marriott Bonvoy and Marriott International creative teams, the guidelines needed to be highly detailed and precise to ensure cohesion, no matter who was creating new assets.
