THE CHALLENGE
How could we change the often simplistic and reductive perceptions of the Africa and The Middle East, and inspire travelers to come to region and enjoy it with Marriott.
OUR STRATEGY
Aspect developed a guest centric approach which resulted in the brand positioning “See Beyond”, which challenged viewers to see more of the region that just the ‘traditional sites’. The approach moved Marriott away from product push, to a customer pull, with the aim of creating content that guests will genuinely seek out.
OUR SOLUTION
This guest centric approach resulted in a Hero film with naturally observed human moments that feel authentic yet grand and cinematic. The film is a celebration of the diversity of the region. Even for travelers who feel they know this part of the world, this film was an opportunity to surprise them and challenge expectations.
"There was a moment when I realized we had something very special"
Virgine Liddawi, Director of Partnerships & Content Marketing
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