Fairfield by Marriott enlists help of BBH Singapore to come back to calm

Fairfield by Marriott has launched a new campaign, “Come back to calm”, created by BBH Singapore, positioning the brand as a serene counterbalance to the overstimulation of travel. The work is BBH Singapore’s first for Marriott International Asia Pacific excluding China (APEC) since winning the business earlier this year. It builds on Fairfield by Marriott’s existing brand platform, “The beauty of simplicity”.

At the centre of the campaign is an online film that contrasts the “good chaos” of travel, from colour and noise to spontaneity and exploration, with Fairfield by Marriott’s pared-back spaces designed for rest and recharge.

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The 30-second spot opens with the calm setting of a Fairfield by Marriott room before cutting to the vibrant bustle of India’s streets. The film continues to alternate between serene hotel scenes, such as a quiet poolside and a couple enjoying refreshments in the lounge, and the energetic chaos of local street life. It closes with the campaign tagline, “Come back to calm”, across the screen.

“Come back to calm” has been rolled out across Spotify, Jiohotstar, Meta, and YouTube in India, running for one year.

“I remember stepping off a long-haul flight, utterly frazzled, and checking into my room. The door closed behind me and for the first time that day there was silence. In that pause I felt more alive than I had in days. Then it hit me. Calm isn’t just rest. It’s what gives you the clarity and energy to really be present, to notice the world around you and to fully engage with it. It’s like being in the eye of the storm. That’s the feeling we wanted this campaign to capture," said Khairul Mondzi, executive creative director at BBH Singapore. 

In tandem, Sid Tuli, Managing Director at BBH Singapore, said, "Marriott Bonvoy is home to some of the most iconic hospitality brands in the world. Winning the remit to help them tell the brand story creatively across the region is a dream and we’re off to a great start. We can’t wait for you to see what’s next." 

This comes as Marriott Bonvoy continues to lean on emotive storytelling. In April, Marriott Hotels partnered with The Secret Little Agency (TSLA) to launch “Wonderful hospitality never sleeps” in Asia Pacific excluding China. The campaign, developed under The Suite collective of independent agencies, highlighted the brand’s 24-hour hospitality ethos through a 75-second film shot in Japan and India, supported by localised activations across the region.

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