Teleporter | Marriott | Work
Marriott had just launched its “Travel Brilliantly” campaign – a global effort to reintroduce the brand to Millennial audiences interested in bold and innovative travel experiences.
To authentically land the new message and convince young business travelers to start thinking differently about an 87-year-old brand, Marriott needed to bring Travel Brilliantly to life in a way that was both highly disruptive and deeply immersive.
We strategized, conceived and developed a groundbreaking Virtual Travel program anchored by the Teleporter – a science fiction-inspired experiential portal that looks like a high-tech phone booth and delivers one of the most-immersive VR experiences ever created.
Users step inside the Teleporter and don an Oculus Rift DK2 headset as well as a wireless pair of headphones. They are instantly transported to a virtual reality version of a Marriott where they can “warp” to Wai'anapanapa Beach in Maui or to the top of Tower 42 in the heart of London.
Their virtual travel experience is comprised of a never-been-done-before combination of photo-real CGI and 3D 360 “immersive video”, as well as a suite of onboard “4D” sensory elements (heat, wind, scent, shaking floors, etc.). Together, they deliver visual, audio, olfactory and sensory inputs that fully immerse the user in these locations.
We launched the Virtual Travel program with a national media event in New York and then took the Teleporter on an eight-city US tour, driving target consumers to Marriott hotels. We also developed and executed an extensive slate of off-property buzz activations – including putting the Teleporter on a mobile platform and bringing it to media outlets, activating a “Virtual Honeymoon” content stunt and a variety of influencer moments.
To date, the Virtual Travel program has garnered over one billion media and social media impressions, worth tens of millions of ad dollars – landing the “Travel Brilliantly” message and positioning Marriott as the innovation pioneer of the industry.