Marriott International

CONCEPT

Marriott Group and Fliggy, Alibaba Group’s online travel network, entered into a first-of-its-kind strategic partnership targeting the ever-growing Chinese travel market. Working in collaboration with Marriott Group’s executive marketing team, Gesar De Ling developed a content strategy introducing a newly created brand mascot to entice new customers to experience the Marriott-Alibaba (Fliggy) network. That framework led to the final production of a seamless online-to-offline customer experience and its many touchpoints.