Marriot--but not a hotel

For ten years Marriott International’s ExecuStay has been a leading provider of extended housing: fully furnished temporary housing in the U.S. and select international markets for stays of 30 days or longer. However, some confusion remained around ExecuStay, especially with the presence of Marriott in the name: there’s no hotel service, for example, but you’d be forgiven for assuming there was.

A foundation for their clients’ success

Dragon Rouge set about clarifying this, and giving the brand a clearer focal point to better reach its market. We rebuilt the brand based on ‘foundation for success’: a service particular value to people who value consistency as the foundation of their personal and professional achievements. It provides guests with physical and emotional comfort to enable success while away from home, through everything from consistent standards of service and amenities to effortless check-in.

Staying ahead

We recommended evolving the role of the Marriott brand from an over brand (Marriott ExecuStay) to an endorsement strategy (ExecuStay by Marriott) which clarified the ExecuStay offering and avoided any potential disconnect between the expectations of a full service hotel offering and an extended stay offering. Visually, the brand positioning is embodied in a new logo and identity system. Verbally, it is brought to life through a new tagline: ‘Staying Ahead.’ Its clients aren’t the only ones staying ahead, however. ExecuStay now has offices in 45 markets supporting major, secondary and tertiary U.S. cities, covering approximately 5,000 apartments, townhouses and single family homes.