The Secret Little Agency brings ‘Wonderful Hospitality Never Sleeps’ to life for Marriott
The Secret Little Agency has unveiled its latest campaign for Marriott Hotels in the APEC region titled “Wonderful Hospitality Never Sleeps”. This new initiative celebrates the unique 24-hour hospitality experience offered by its properties at Marriott Hotels, showcasing the exceptional service available anytime, anywhere in the world. With an emphasis on heartfelt gestures and thoughtful touches, the campaign highlights Marriott Hotels’ pioneering role in global hospitality, from personalised guest greetings to the simple pleasure of peeled fruit on arrival.
The creative strategy behind the campaign underscores the diverse interpretations of hospitality in the APEC region. Rooted in Marriott Hotels’ brand promise of “Wonderful Hospitality. Always.” The campaign’s local expressions bring the global tagline to life by showcasing how hospitality manifests across cultures. Inspired by real stories and insights, scenarios range from a child enjoying both dosa and pancakes in India to a Marriott Hotel associate surprising a guest with a thoughtful gesture in Japan. Each moment captures the true essence of hospitality in its cultural context.
Directed by Australian filmmaker Jared Deparis and produced by The Sweet Shop, the campaign features evocative scenes shot on-location in India and Japan. The film celebrates the spirit of hospitality through real and relatable moments, and most importantly, capturing all the little gestures and everything that goes behind the scenes that makes your stay wonderful.
“Hospitality is a big word. It means different things to different people,” said Nicholas Ye and Mavis Neo, Co-Chief Creative Officers at The Secret Little Agency. “For some, it’s being greeted by name as a returning guest. For others, it’s something as simple as peeled fruit on arrival. This vastness in expectations, and how Marriott Hotels quietly continues to deliver on them, inspired the heart of this campaign. It is about the little gestures and the behind-the-scenes effort that make every stay at Marriott Hotels wonderful.”
The campaign was developed by The Suite, a collective of independent award-winning agencies across Asia led by The Secret Little Agency, and is a testament to Marriott Hotels’ commitment to authenticity and cultural relevance. Through The Suite, The Secret Little Agency partnered with UltraSuperNew in Japan and Talented in India, both leading creative independent agencies in their respective markets. From the research phase to final executions, all partners collaborated closely to ensure the work was powered by genuine insights and cultural nuances.
“All our partners were embedded within the process from the start, and we approached the work as one team, acting as one agency from the get-go. We needed to change the dynamic of multi-market partnerships to deliver the authenticity we strived for – we knew wanted no adaptors, only originators and for all our work to be powered by real strategic and cultural insights. Our partners worked closely with us at every stage to ensure resonance for APEC, India and Japan, down to the final executions,” said Nicholas Ye and Mavis Neo, Co-Chief Creative Officers, The Secret Little Agency.
The campaign runs on out-of-home, digital, social and more in H1 of 2025.
