Marriott Hotels launches lifestyle brand Moxy in NYC and Frankfurt via Cummins&Partners, NY
Marriott Hotels has launched 600-room Moxy Times Square featuring New York’s biggest rooftop and a new hotel in Frankfurt East featuring the brand work created by Cummins&Partners, New York.
Cummins&Partners has been charged as the custodian of the brand developing Moxy’s visual identity, brand voice and overall positioning strategy as part of Moxy’s global debut into markets like Tokyo, Amsterdam and Seattle in addition to New York and Frankfurt.
Says Olivia Santilli, vice president, Cummins&Partners: “In the last few weeks, Moxy has launched with our Play On campaign with playful themes that demonstrate Moxy’s cheeky and permissive approach like Frankfurt’s Heist and Times Square’s Adult Playground.
“By attracting interest from “Fun Hunters” around the globe, Play On has launched as Moxy’s global communications platform through all consumer touch points. From on-property key cards and coasters to owned content and paid social, the iconic light box has become Moxy’s signature device appearing across all consumer and guest-facing collateral.”
Cummins&Partners has completed a massive photography shoot for Moxy in New York with LA-based, Australian photographer, Sarah Bahbah.
The campaign is attracting attention from all corners of the globe, eliciting social buzz through Fun Hunters and some of the world’s influential models, celebrities and fashion designers.
Says Santilli: “Moxy is a game-changer for Marriott and we’re so proud of all the work we’ve done in building the brand profile to-date. We look forward to ongoing success as they continue their aggressive global rollout.”