Marriott


Description

Partnering with Samsung and the award-winning Framestore, the world's first in-room Virtual Reality travel experience was created by speaking with 3 adventurers in countries around the world and creating inspirational virtual travel logs. Each host discusses why travel is important to them, and why they connect with the location they, and the viewer, are in.

These virtual portraits offer a new perspective into exotic faraway places like the first ice cream shop in Rwanda, a busy marketplace in Beijing, and the remote Andes mountains in Chile, and although the production itself was a whirlwind around the globe, now Marriott guests can recreate that journey from the comfort of their hotel room.


Client

Marriott



Challenge

In today’s world, it is easy to forget that travel is more than pictures on Instagram or videos on Facebook. Travel is stories, experiences, memories.

Building on Marriott’s  successful “VR Teleporter” from 2014, our challenge was twofold:

  1. Heighten Marriott’s position as the high-tech hotel chain.
  2. Dig deeper than picturesque travel destinations, and get to the heart of why people travel.

Opportunity

By having real travelers share their favorite destinations one-on-one through a cutting-edge new medium, Marriott could inspire people to embark on new adventures, without any semblance of traditional advertising. With a nod to the nostalgia and fun of receiving physical postcards, Virtual Reality provided a unique means of not just allowing viewers to see a new location, but to experience an emotional connection to that location through the eyes of their host.


Action

From concept to delivery, a multi-tiered campaign start-to-finish to make Virtual Reality a service for Marriott guests.

VR Postcards - We worked with Framestore to travel around the world, meeting with 3 different hosts and capturing real stories about what travel means to them, including a local ice cream shop in Rwanda, the mountains of Chile, and a bustling market in Beijing. Framestore then worked to stitch our footage, as we worked with Samsung to create a custom virtual travel content hub with its own dedicated channel on Samsung’s digital GearVR platform.

VRoom Service - A white glove in-room VR service to deliver our VR Postcards, where guests could order “VRoom Service” and receive a case containing a Samsung GearVR headset, headphones, and easy-to-follow instructions, with optional assistance from specially-trained hotel staff. Guests then virtually traveled to each of the adventures we’d captured, inspiring them to embark on their own quests in real life.

Impact

The campaign received an outstanding response, solidifying Marriott as an industry pioneer and leader in the VR travel space, and cementing Virtual Reality as an exceptional means of bringing people together around the world.

  • 500 million social media impressions
  • 300 Million PR Impressions

Other Highlights

"The results are meditative, gentle and genuinely interesting, with none of the whizz-bang special effects you expect from VR ... the results are little works of art."

-Duncan Bell (T3)

“Travel expands our minds and helps push our imagination. Our guests want to be in inventive spaces that help foster their creativity and thinking. VRoom combines storytelling with technology, two things that are important to next generation travelers.”

-Matthew Carroll, VP, Marriott Hotels


Press

Variety  | Fortune |  Forbes |  T3 | Tech Times |  AdWeek | PSFK


Roles

Creative Director: Jon Clinkenbeard


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