‘Drinking, diving, heavy petting and digging for swag’: Cummins&Partners NY creates brand identity for Moxy Hotels
Cummins&Partners New York has created a new brand identity for Marriott Hotels’ Moxy including its visual identity, brand voice and overall positioning.
Images promoting the new hotels in New York and Frankfurt East – shot by Australian photographer Sarah Bahbah – feature women and men in the “Hookup Playpen” and a woman doing a back-bend on a bar top – highlighting the hotel’s flexible check-in options.
Moxy Hotels debuted in Europe in 2014 and promotes itself as: “A boutique-hotel concept for the modern traveler, Moxy is a fresh and innovative brand combining stylish design and approachable service at an affordable price point. With tech-enabled rooms, vibrant lobby spaces and warm service, Moxy aims to surprise travelers with a playful, spirited and fun guest experience.”
Moxy’s new hotel in New York features 600 rooms alongside the city’s biggest rooftop.
Olivia Santilli, Cummins&Partners vice president, said in a statement: “In the last few weeks, Moxy has launched with our Play On campaign with playful themes that demonstrate Moxy’s cheeky and permissive approach like Frankfurt’s Heist and Times Square’s Adult Playground.
“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.”
A statement from Cummins&Partners said the campaign was already showing signs of success: “The campaign is attracting attention from all corners of the globe, eliciting social buzz through Fun
Hunters and some of the world’s influential models, celebrities and fashion designers.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Moxy Hotels has nine establishments in Germany, where prostitution is legal. It seems they have carried some of that ambience further afield.
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@ paridell
A quick search shows me onlyb4 Moxy hotels. And i thinknthe fun ofnthe brand doesnt lead to the conclusion you make. I take it as playful fun.
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