9.0 PRINT STANDARDS ADVERTISING |

AD COPY
Writing RECommendations
Headlines
Headlines are meant to be compelling
and draw the reader’s attention. In
addition, the headlines should:
• Partner with the photography to
tell a complete story.
• Add depth and context to the
photography.
• Communicate the product or
service benefit in terms of how it
helps fuel the guests’ performance.
• Use active language (avoid puns &
wordplay; strive for wit).
• Be as sharp and concise
as possible.
Copy
The copy sells unique features of
the property and/or the unique
destination. With each ad, provide
concrete facts that reinforce the
outstanding service that Marriott
provides. The inspiration for these
stories should grow directly out
of the bigger story that everything
Marriott does is engineered to inspire
performance.
Offer
Visually separate from the copy, the
offer is a concise summary of a timesensitive
promotion. The explanation
should briefly outline the details of the
offer.
Formatting
Recommendations
Refer to the templates for information
on positioning of copy block contents.
Headlines
• Font is Marriott Bold.
• Font size is 11pt. - 13pt. Refer to
appropriate ad size guidelines for
specific sizes.
• Leading is 14pt. - 16pt. Refer to
appropriate ad size guidelines for
specific sizes.
• Headlines are all caps.
• Color is Marriott Red (PMS 7427).
• Alignment is flush left, rag right.
• Maximum of two lines. (When
more than one line, the line should
break where a pause might occur
when spoken.)
Copy
• Font is Marriott Light.
• Font size is 9pt. - 11pt. Refer to
appropriate ad size guidelines for
specific sizes.
• Leading is 14pt. - 18pt. Refer to
appropriate ad size guidelines for
specific sizes.
• Copy is sentence case.
• Avoid hyphenation.
• Color is black.
• Alignment is flush left, rag right.
• Width should be approximately
55% of the width of the ad, unless
otherwise noted. However, width
of copy block should be adjusted
to produce the best line breaks.
Offer
• Font is Marriott Medium.
• Font size is 8pt. - 9pt. Refer to
appropriate ad size guidelines for
specific sizes.
• Leading is 11pt. - 13pt. Refer to
appropriate ad size guidelines for
specific sizes.
• Copy is sentence case.
• Color is black.
• Alignment is flush left, rag right.
• Width should be same as width
of copy. However, width of copy
block should be adjusted to
produce the best line breaks.
Resources
To learn more, visit:
Verbal Identity: section 3.0
Headline
Body copy
Offer
Rate
MARRIOTT HOTELS & RESORTS BRAND VOICE STANDARDS
Contents > PRINT STANDARDS > ADVERTISING > ADVERTISING ELEMENTS > Ad copy
| 9.1.1