Innovation was at the heart of this campaign, from brief to execution. Marriott wanted to grab the public’s attention and showcase the international nature of their property portfolio.
Partnering with KineticX, Marriott became the first brand in the world to use Lightvert’s new and unique digital platform, via an experiential event at the observation point on London’s Southbank.
Using the magical, but fleeting persistence of vision effect, we lit up the sky with Marriott’s logo and icons of famous landmarks from two European countries.
Rome’s Colosseum and Paris’ Eiffel Tower were temporarily imprinted on the viewer’s eye through Echo, with the public challenged to capture images of the icons and share on social media for a change to win a stay in a Marriott hotel – helped along by Marriott staff encouraging participation.
The cutting-edge projection technology created a magical world first and media first experience for the public at Christmas.
Marriott’s backing of brand-new tech was more than worthwhile with PR coverage coming from a huge variety of titles right across the globe, including Campaign Magazine. A fantastic achievement for such a localised activation.