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.
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
<!-- noValidation -->