Marriott International
launching the $1.5b global headquarters for the world's largest hotel brand
Marriott International’s new global headquarters in Bethesda, Maryland, was designed to reflect the company’s innovative, people-first approach to work and corporate culture. With a corporate imperative to attract top talent and bring existing team members back to the office, the new HQ needed to showcase Marriott’s commitment to wellness, sustainability, and forward-thinking workplace design. As the world’s largest hospitality company, Marriott sought to demonstrate its leadership not only in hotel development, but in shaping what the future of work should look like within a global brand.
solution
To build momentum around the unveiling of the new Marriott International HQ, we partnered with The Buzz Agency and Marriott’s Corporate Communications team to develop a comprehensive PR program centered on innovation, employee experience, and design. We crafted storytelling angles that underscored Marriott’s global leadership in hospitality, while positioning the headquarters as a benchmark for modern corporate environments.
We coordinated hard-hat tours, facilitated thought-leadership interviews, and produced pre-opening exclusives to generate early national interest. Our launch plan included a ribbon-cutting ceremony, press tours, a high-profile opening event, and steady coverage through niche, design, business, and workplace-focused pitches. We also supported award submissions and post-launch media visits to keep the momentum strong.
By showcasing the HQ’s emphasis on innovation, sustainability, and employee well-being, we positioned Marriott as an employer of choice and a leader in the evolving world of work.
results
Marriott International officially opened its headquarters on September 19, 2022, welcoming more than twice the number of employees expected on Day One. Every major local news affiliate attended, along with AP, Reuters, CNBC, and The Washington Post. We also secured and facilitated a live CNBC broadcast with CEO Tony Capuano.
Our preview tours and exclusive access strategy earned feature coverage in Fast Company, Fortune, Forbes, Axios, CNBC, CNN, The Washington Post, Travel Weekly, AP, and a multi-media profile in The Wall Street Journal.
Within the first five months, the HQ generated more than 1.5 billion media impressions.
Since opening, Marriott has successfully attracted more than 5,000 new and current team members to work at the new headquarters and participate in its hybrid-work model.