Marriott Bonvoy

Led a groundbreaking experiential activation for Marriott Bonvoy at the first Gay Games in Asia, enhancing brand engagement and creating memorable user experiences.

Project overview

As Account Manager at BMF, I led the account management and contributed to developing the creative strategy for an experiential activation project for the Marriott Bonvoy loyalty program.

an inclusive moment for Marriott Bonvoy

This project was part of the first Gay Games in Asia, where we played an integral role in activating Marriott Bonvoy's presence. Marriott Bonvoy is a loyalty program encompassing over 30 luxury and select brands such as St. Regis, Ritz Carlton, and W Hotels. I managed the ideation and creation of an activation booth that engaged international guests, as well as the production of a creative video shoot that recapped the event and featured interviews with our sponsored athletes from around the world.

Execution

In my role as Account Manager at BMF, I was pivotal in bringing the activation booth to life at the Asia Gay Games. Our team ideated exciting interactions to engage users and audiences, including a reaction ring and creating Marriott Bonvoy x Gay Games event merchandise. In an overnight setup, we collaborated with our local team to construct the activation booth for the project. We collaborated with a local LGBT+ artist to design custom artwork for the merchandise, providing attendees with memorable take-home gifts.

engaging interactions and creative collaborations

Additionally, the Marriott internal team participated in the Asia Gay Games, competing in Tennis and the Dragonboat Race. BMF was responsible for creating LGBT+ friendly Marriott Bonvoy x Gay Games designs that made a bold statement. This included branded Gay Games uniforms, paddles, and a Marriott Bonvoy ice cream truck that appeared at the event, further enhancing its presence.

The reaction ring generated shareable moments on social media, creating substantial online buzz. Marriott Bonvoy also invited sponsored athletes from various countries to participate in the event. In addition, I project managed the scholar athletes video interview, identifying key athlete stories, selecting shoot locations, and crafting a compelling narrative that showcased the Marriott Bonvoy story in an engaging manner. View Here

Results

The activation at the Asia Gay Games was a tremendous success. The interactive booth and custom merchandise created memorable experiences for attendees and generated significant social media engagement. The video content featuring athlete interviews and event highlights further amplified Marriott Bonvoy's presence and reinforced its association with inclusivity and global community support.

significant impact and lasting engagement

The project enhanced Marriott Bonvoy's visibility and strengthened its reputation as a loyalty program that celebrates diversity and inclusivity. As Account Manager, I ensured seamless activation execution and impactful content creation, leaving a lasting impression on both the attendees and the brand.