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    Moxy Hotels beds down in the metaverse with AR venture

    Moxy Hotels is expanding its presence in Asia Pacific with an embrace of mixed reality to offer unconventional guest experiences for customers who just want to have fun.

    ‘Moxy Universe, Play Beyond’ sees the Marriott brand team up with Media.Monks to provide new avenues for play and entertainment in the cutthroat hospitality sector by drawing on gaming culture to give the brand an edge.

    This process sees guests invited to customize a personal avatar, which can be activated by scanning augmented reality (AR) markers placed throughout the hotel. This triggers a variety of AR experiences, from an animated welcome message in reception to a complimentary cocktail in the bar.

    Eric Pang, associate creative director at Media.Monks China, said: “This campaign is all about the enjoyment of virtualization that Moxy could bring to their audience. We believe that bringing the virtual excitement to real life is more relevant to the audience rather than building an experience in a game world, and a great experience and value that a hotel could give to travelers.”

    The virtual service is available in 12 new Moxy Hotels including China, Taiwan, Singapore, Korea and Indonesia.

    Credits

    Brand: Moxy

    Senior manager, brands and destination marketing, Asia Pacific: Yiting Mao

    Senior director, brands and destination marketing, Asia Pacific: Patricia Cheung

    Executive creative director: Darren Crawforth

    Associate creative director: Eric Pang

    Creative group head: Nicolas Barlier

    Art director: Shiwen He

    Designer: Amber Ding

    Copy group head: Zoe Young

    Copywriter (Chinese): Banana Wang

    Copywriter (English): Lyla Murugayah and Joanna Pinto

    Language and culture manager: Penny Wu

    Strategy director: Nina Kong

    Strategy manager: Janice Liao

    Technical director: Siniša Spasojevi?

    Developer: Jonas Tillman

    Front-end developer: Ed Lee

    Lead producer (digital): Ella Guo

    Senior producer (film): Jaap Bosman

    Senior business director: Dixi Chern

    Senior account director: Karen Lu

    Account manager: Veronika Huang

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