Marriott Bonvoy

Role: Tone & Voice Development + Content Creation

Category: Social Strategy // Always-On Content // Campaign Expansion

Overview

As the world’s largest hotel company, Marriott Bonvoy wanted to be more than another brand on social media. They wanted to be a part of conversations.

Whether it was people asking for travel recommendations or responding to a trend, their ask was:

“Make us sound like locals, not tourists on these platforms.”

So Marriott Bonvoy needed a voice that reflected how people actually speak online.

We gave them a brand personality that was warm, playful, and clued in.


The Challenge

Marriott Bonvoy’s loyalty program had a strong global brand, but its social presence needed some boosting.

Key issues included:

  • Content felt too promotional

  • Same tone of voice across different platform cultures

  • Little emotional context

  • Limited audience engagement

INSIGHT + Solution // “You better CHANGE THAT TONE”

Marriott Bonvoy’s social ecosystem wasn’t a single audience. It was three entirely different digital cultures.

Facebook was packed with Boomers comparing perks and loyalty benefits.
Instagram sparked wanderlust among Millennials planning their next escape.
TikTok was home to Gen Z users who scroll fast and expect entertainment instantly.

Each platform had its own language and rhythm, and we needed to travel between them seamlessly.

Working closely with strategists and the client team, we developed:

“The Friendly Concierge.”

A flexible, human tone that could code-switch depending on the platform while still feeling unmistakably Marriott Bonvoy.

This looked like:

  • Curated travel inspiration and elevated visuals on Instagram

  • Trend-driven, fast-paced content to hook Gen Z on TikTok

  • Warm messaging on Facebook that met Boomers where they are

  • Playful, informative comment-section interactions that made the brand feel alive

By building a personality that could adapt without losing coherence, we created a social presence that felt native, not out of water.

Results

+58.7% audience reach
+23% positive brand sentiment
+7.31% follower growth across seven platforms
+1 very happy global client

This project reflects what I do best:
Turning rigid, corporate language into something alive, human, and culturally fluent.

BONUS!

The work was so well received that Marriott expanded our scope to include:

  • Promotional campaign messaging

  • Partnership storytelling

  • Influencer collaborations

This shift turned our “tone of voice refresh” into an integrated creative partnership.

Check it out ⬇️

Falling for Marriott Bonvoy - Paid TikTok Asset

With an almost non-existent production budget, Marriott Bonvoy asked us if we had any ideas on creating an engaging paid TikTok asset that wouldn’t look like an ad. We developed a concept based on the “falling into…” trend on social media. The client loved it; the only problem was that we needed it ready to go in one week. Jumping into action, the entire team, across four cities, shot footage, acted, edited, and created one of their highest-performing paid posts.

(P.S. Can you spot me?)

Role:

  • Concept development

  • Content capture

  • Copywriting

Jason Kelce Partnership Announcement

You can’t write a standard script for one of the funniest NFL players, especially when they have a big announcement. Working with the client, we developed a script that would hit all the marks in messaging while retaining that classic Kelce humor.

Role:

  • Script development

Lance Bass for Marriott Bonvoy Moments

Lance Bass partnered with Marriott Bonvoy to hang out with members and enjoy an exciting evening of cocktails and choreography. Of course, we couldn’t just say 🎶 bye-bye-bye 🎶 to him after it was over. Creating a short-form piece of content, we decided to ask Lance all we wanted to know about his travel experiences (and that possible reunion tour).

Role:

  • Script/Question development