Marriott Moxy Hotels: EMEA Investment Campaign

Moxy Hotels (a Marriott portfolio brand) were looking for local investment to develop the brand in the Middle East and Africa. Moxy is one of the most progressive and ‘fun to be in’ hotel brands in the world. The client asked, how do we encourage investment in the Moxy brand, to investors weary of traditional incentives? The creative idea was simple. Staying in a hotel for any length of time requires a suitcase. The suitcase became our ‘DM pack mailer’ to investors. To our knowledge no one had done that before. Marriott agreed. 115 potential investors received branded Moxy mini suitcases. Each case contained Moxy ‘treats’ as an introduction to the personality of the brand along with a letter and brochure communicating the opportunity. The treats were bespoke. Playful messaging covered cushions, dressing gowns, slippers and a see through wash bag. Three ideas were initially presented. This idea was 200% over their original budget. It was presented because I believed in it.