A Distinct Brand Evolution
Homes & Villas by Marriott Bonvoy

A Distinct Brand Evolution

Introduced prior to the pandemic, Homes & Villas by Marriott Bonvoy struggled to gain attention among the thirty-plus Marriott brands and in a category dominated by well-known players such as AirBnB, Vrbo and Onefinestay.

We set out to evolve the brand while capitalizing on its unique differentiators. Our work began with in-depth interviews of brand stakeholders, corporate leaders, and customer-facing teams, resulting in a new value proposition, communications architecture, brand values, brand personality, tone of voice, global creative platform, and positioning line — Go Farther, Feel Closer — a sentiment that succinctly captures an unmatched sense of space, privacy, and experience.

We integrated these concepts into a new brand book detailing how they come to life across all touchpoints and then created a video that reinvigorated the brand promise alongside a dramatic showcase of the Homes & Villas by Marriott Bonvoy portfolio. The work has received rave reviews from internal audiences, including those recruiting new home management companies, for its clear articulation of what makes Homes & Villas by Marriott Bonvoy unique. We also reached and inspired external audiences with a series of social media assets that have continued to exceed and reset brand benchmarks for engagement.

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