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By John Glenday | Reporter

September 20, 2022 | 2 min read

Moxy Hotels is expanding its presence in Asia Pacific with an embrace of mixed reality to offer unconventional guest experiences for customers who just want to have fun.

‘Moxy Universe, Play Beyond’ sees the Marriott brand team up with Media.Monks to provide new avenues for play and entertainment in the cutthroat hospitality sector by drawing on gaming culture to give the brand an edge.

This process sees guests invited to customize a personal avatar, which can be activated by scanning augmented reality (AR) markers placed throughout the hotel. This triggers a variety of AR experiences, from an animated welcome message in reception to a complimentary cocktail in the bar.

Eric Pang, associate creative director at Media.Monks China, said: “This campaign is all about the enjoyment of virtualization that Moxy could bring to its audience. We believe that bringing the virtual excitement to real life is more relevant to the audience rather than building an experience in a game world, and a great experience and value that a hotel could give to travelers.”

The virtual service is available in 12 new Moxy Hotels including China, Taiwan, Singapore, Korea and Indonesia.

Credits

Brand: Moxy

Senior manager, brands and destination marketing, Asia Pacific: Yiting Mao

Senior director, brands and destination marketing, Asia Pacific: Patricia Cheung

Executive creative director: Darren Crawforth

Associate creative director: Eric Pang

Creative group head: Nicolas Barlier

Art director: Shiwen He

Designer: Amber Ding

Copy group head: Zoe Young

Copywriter (Chinese): Banana Wang

Copywriter (English): Lyla Murugayah and Joanna Pinto

Language and culture manager: Penny Wu

Strategy director: Nina Kong

Strategy manager: Janice Liao

Technical director: Siniša Spasojević

Developer: Jonas Tillman

Front-end developer: Ed Lee

Lead producer (digital): Ella Guo

Senior producer (film): Jaap Bosman

Senior business director: Dixi Chern

Senior account director: Karen Lu

Account manager: Veronika Huang

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