Club Marriott, Marriott International’s Food and Beverage membership program in APAC, was looking for opportunities to grow. The program, where members get discounts on food & beverage in their local market, needed a new strategy. The goal was to expand the program beyond local food and beverage discounts to a more holistic membership program that was better tied to Marriott Rewards and offered consumers more benefits. Marriott enlisted Prophet to help redefine the brand strategy and also create a new, refreshed visual identity that would appeal to a broader audience and help explain the newly expanded membership program.
Prophet worked with Marriott to create a new brand positioning for the Club. “We Bring More to the Table” plays on Club Marriott’s core offering around food and also includes a set of new services and experiences that the Club would offer – bringing to life the idea of “more.” These included broader hotel benefits like access to the gym, pool and spa, as well as dining benefits like exclusive dinners, chef’s tastings and more. The idea was to create a more holistic local program for people who wanted exclusive membership to a club in their local hometown without all the pomp and pretense.
We also worked with Marriott to re-design the Club Marriott visual identity to bring this new strategy to life. The icon based system provided flexibility for each of the local markets to illustrate their individual offerings while showing the potential total offerings of the Club Marriott program as a whole.
The Club Marriott strategy of “We Bring More to the Table” and the icon based visual identity rolled out in Asia Pacific in October 2016. New program benefits are also being rolled out in individual markets as we move into 2017.
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