Cummins&Partners New York has landed the gig launching Moxy globally for Marriott Hotels.
Marriott Hotels has launched 600-room Moxy Times Square featuring New York’s biggest rooftop and a new hotel in Frankfurt East featuring the brand work created by Cummins&Partners New York.
Cummins&Partners has been charged as the custodian of the brand developing Moxy's visual identity, brand voice and overall positioning strategy as part of Moxy's global debut into markets like Tokyo, Amsterdam and Seattle in addition to New York and Frankfurt.
Cummins&Partners VP Olivia Santilli says the campaign reflects Moxy's "cheeky and permissive approach" like Frankfurt’s Heist and Times Square’s Adult Playground.
"By attracting interest from “Fun Hunters” around the globe, Play On has launched as Moxy’s global communications platform through all consumer touch points," she says.
Cummins&Partners has completed a massive photography shoot for Moxy in New York with LA-based, Australian photographer, Sarah Bahbah.
The campaign is using influencers to gain traction with the launch.
“Moxy is a game-changer for Marriott and we’re so proud of all the work we’ve done in building the brand profile to-date. We look forward to ongoing success as they continue their aggressive global rollout.” Santilli added.