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Marriott International
The Challenge
Global Website
In 2011, Marriott asked Atmosphere to create a global brand platform for its recently assembled Autograph Collection, a diverse portfolio of 14 U.S-based hotels that would soon be expanding to more than 40 properties around the world.
Our task was as formidable as it was simple. First, create a unifying brand proposition around a grouping of individually owned, privately operated, singularly positioned and independently designed properties whose only common aesthetic was the absence of one. And second, do it in such a compelling and effective manner that the Autograph Collection emerges as the leader in the independent lifestyle hotel space.
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Marriott International
The Solution
Global Website
Before we could position the Autograph Collection, we needed to understand who we were positioning it for. Through one-on-one interviews and online qualitative research, we narrowed our focus to the type of business and leisure traveler who seeks character over consistency and new experiences over familiar ones: the Individualist.
Defined as travelers who prefer to find their own way and forge their own paths, we built our proposition around the Individualist’s desire for original experiences that enhance their lifelong narrative and fuel their inherent sense of adventure. We then architected an online experience that spoke to these values by creating an ever-evolving destination that tempts visitors to not only discover the Autograph Collection, but to help shape it for everyone else.
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Marriott International
The Solution, continued...
Global Website
Through everything from custom video tours to a dynamic filtration engine that segments the Autograph Collection by everything from location to experience, we demonstrate at AutographHotels.com that each and every hotel has been selected for its bold originality, iconic character and uncommon details. We then invite guests to the site to customize the experience to reflect the details that they personally find the most original, iconic and uncommon.
With the ability to create and share their own view of the site and even submit the first-hand photos that help define each property, we allow the visiting Individualist to put his or her own stamp on the Autograph Collection. And with a mobile app experience on its way that will incentivize guests to capture and share their favorite details directly from the properties themselves, the vision for the brand goes beyond cultivating advocates, ambassadors and evangelists, but to create the most differentiating positioning of all: to turn the Autograph Collection into the first hotel collection curated by the guests themselves.
