Improving the reputation of Marriott Hotels as a family destination
To capture a greater share of the growing leisure market in APAC, Marriott Hotels needed to shift its reputation from being viewed as reliable business travel accommodations, to desirable family friendly destinations.
Through research, Prophet found that parents highly value the options for daily activities on their vacation. Even though Marriott Hotels across Asia were offering great activities for kids, the Marriott International brand wasn’t getting credit due to guests not attributing the programming back to the master brand. So, to win with families, Prophet needed to help Marriott Hotels boost its family hotel activities offerings and develop a clearer connection between kids activities and the Marriott International brand.
Prophet created the M Passport – a program designed to engage and support children as they grow up, while giving parents peace of mind that their children are having fun and learning along the way. M Passport provides children with three key benefits – Brilliant Body, Brilliant Mind and Brilliant Heart, which align with the Marriott International brand positioning of ‘Inspiring Brilliance’.
M Passport comes to life in a small booklet where children can collect stamps for completing hotel activities throughout their vacations. Activities are categorized under each of the three key benefits, which have a corresponding stamp design.
We designed a unique visual identity system for M Passport based on its key benefits and Marriott International’s brand positioning ‘Inspiring Brilliance’. The M Passport word mark combined with the brand font creates a ‘light bulb moment.’ While staying consistent with the Marriott International master brand, Prophet’s design teams added playful and fun elements through simple line illustrations that showcase local animals, icons and sceneries. The illustration style is based from the simplistic lines of the M Passport logo.
To incentivize and excite the children to use the M Passport, the stamps could be redeemed for rewards such as ice cream, cookies and local souvenirs.
M Passport was initially put into proof of concept across select hotels in China, Fiji and Thailand in August 2018 with positive feedback from the children and staff alike. As of early 2020, M Passport has been rolled out at select Marriott Hotels globally.