Two and a half years ago Marriott International, in a bid to target millennials, established the new global hotel brand ‘Moxy.’ The company enlisted ad shop Bsur Amsterdam to create the branding, including concept, identity, voice, strategy and communication.
Now Bsur is raising awareness for Moxy with a new ad campaign that positions Moxy as fun and cheeky. Shot by photographer Chris Heads, new images capture the hotel to "convey the Moxy attitude," showing models, dogs, drinks, dice as well as the hotel from "bedtime to party time."
All images are designed to appeal to younger, stylish travelers and those who would like to be, according to the agency.
“Moxy is the boutique hotel with the social heart of a hostel," says Jan Rijkenberg, CEO, Bsur Group. "Other boutique hotels have become too serious and predictable. But at the Moxy there’s always something happening. Moxy never compromises on comfort, style or fun. With their quirky design, their buzzy atmosphere and affordability - you’ll always be surprised."
These images appear in the hotel, across social media, and are used as communication tools.
The first Moxy hotel opened in Milan in 2014, and soon 50 more will open around Europe and the U.S., including locations in Berlin, London, and San Francisco. Two Moxy hotels will open in Manhattan in 2017 with images already posted on Twitter to help jump-start buzz and chatter.