Marriott Bonvoy hands APAC social media remit to Grey Group Singapore

Marriott International’s travel programme, Marriott Bonvoy, has appointed Grey Group Singapore as its APAC social media agency excluding China, following a competitive pitch process in late 2022. The initial appointment lasts for one year.

Under the new contract, Grey Singapore will promote Marriott Bonvoy’s brand promise through engaging social content, while offering strategic counsel and guidance on brand strategy. 

The account will be led by Shawn Low, head of social at Grey Singapore. Low has knowledge in the travel sector, having previously worked for global travel brand Lonely Planet. He also co-founded a London-based travel tech company Firef.ly. 

Grey will be creating content tailored towards key markets in APAC, such as Australia, Singapore, Malaysia, South Asia (India), Indonesia, Maldives, New Zealand, Thailand, Cambodia, Vietnam, Myanmar, Philippines, South Korea, and  Japan, the agency said to MARKETING-INTERACTIVE.

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Commenting on the appointment, Nick Barger, senior director media APAC at Marriott International said as travel stages its triumphant return in 2023, travellers are reignited to deepen their experiences and explore more destinations. With 30 extraordinary hotel brands and endless experiences, Marriott Bonvoy's mission on social media is to share the stories of good travel through inspiring and engaging content.

"Grey's strong vision in elevating Marriott Bonvoy through innovative and impactful content stood out and fit perfectly with our creative approach. We are excited for this partnership to further strengthen our storytelling to inspire travel in APEC and beyond!" Barger added. 

This win also comes off the back of Grey Singapore’s recent merger with Grey Malaysia in late 2022. Irene Wong, CEO of Grey Group Singapore and Malaysia, said, “We’re excited to embark on this journey with Marriott Bonvoy. As restrictions loosen and travel resumes, we are committed to fulfilling Marriott’s purpose of connecting people through the power of travel. This win also further reaffirms Grey’s belief in the importance of creativity in connecting a brand to its audience.”

Meanwhile, Low said: “Marriott Bonvoy is one of the world’s best travel loyalty programmes that covers an impressive portfolio of 30 brands across the globe. With nearly 8,300 properties in its portfolio and countless bars and restaurants, the brand literally has something for almost every traveller! We are passionate about making Marriott’s presence on social media felt through innovative and captivating content.”

Last year, Marriott Bonvoy launched the second phase of its "Power of travel" campaign starring actress Shu Qi as the brand ambassador in Asia Pacific.Released in China, the new campaign highlights the power of travel through the exploration of love and relationships and ushers in a new chapter in travel.

Directed by famed director, Zhang Zhe, the campaign comprises of three short stories centered around travel with a cinematic touch. The music score specially composed by Lei Guangxia enriches the travel narrative and ties the stories together.

Content 360 is back on 10-11 May 2023 in Singapore. A hugely popular event over the years, Content 360 brings the most influential content creators to inspire you. Across two days, you can connect with 300+ brightest minds in the industry and learn how to overcome challenges to make your content stand out among the crowd. Tickets are on sale now, register today: https://conferences.marketing-interactive.com/content360-sg/

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