CAPTURE THE CITY - MIAMI: BRAND DEVELOPMENT & MARKETING CAMPAIGN
Marriott Bonvoy enlisted us to develop and launch the “Capture the City with Marriott Bonvoy” program to help drive bookings and provide hotels with ancillary revenue. Using Miami as our pilot city, we worked with the Greater Miami Convention & Visitors Bureau and local fashion influencer Daniela Ramirez (@nany) to develop a self-guided video tour of Miami’s most Insta-worthy spots.
Capture the City Miami Promotional Video
Because every trip is a story, we approached the video and landing page as easy entry points for guests to begin to tell theirs. Admittedly, Miami doesn’t need any help to establish itself in a traveler’s mind as a warm, sunny, world-class destination, but to unlock it, and quickly become an insider, that requires a guide. In every visual, and on every screen, the city is presented as accessible and inviting, and our influencer prompts the viewer to imagine the content they can create at every stop. The goal was to establish this as a new city the user could immediately step into, one that they would bring to life in new ways at every turn.
Capture the City Miami Landing Page
In keeping with the “Make It Yours” theme that runs throughout the Capture the City program, we developed a logo, app chicklet and custom iconography for the Miami launch. The bracketed logo combined with the tropical colors of the icons give a viewer the sense that something new can be created at each stop on the tour.
App Design: Logo, Styles, Iconography
Campaign Photography
Social Media Animations
Display Banners
On display banners and on-property signage our main campaign line “Every City Has A Story, Make It Yours” served as both an introduction and a call-to-action. To further cement the “Make It Yours” idea, guests were instructed to take the tour “at their own pace,” which anticipated some possible uncertainties they might have about scanning and booking.
On-Property Signage
Branding & Identity / Logo development / Naming / Advertising Campaign Development / Marketing Collateral / Design & Art Direction / Copywriting / Website Design / Paid Social Media Campaign / Influencer Marketing / Video Production / Lifestyle Photoshoot
