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New Marriott studio focuses on original content marketing

As part of “a mission to own original content marketing as both a travel company and a worldwide community,” Marriott International announced the formation of a new global content studio comprised of content development, production and distribution teams dedicated to publishing, distributing and sharing digital and filmed content across film, television, online, digital and print distribution platforms.

The studio will consist of three groups: a Creative agency, Entertainment and Live. The Creative group oversees campaign-, project- and initiative-level creative and “snackable” travel lifestyle-related content. The Entertainment team leads episodic story-driven content. The Live team will be responsible for publishing real-time creative and content around trending topics, conversations and events on social media.

Leading the studio is David Beebe, vice president, creative + content marketing, global marketing, who joined Marriott from Disney-ABC Television Group. 

Among the studio’s initial projects is The Navigator Live, a Renaissance Hotels TV series already in distribution on AXS TV and produced in partnership with AEG.

The Navigator Live series showcases live performances by indie music artists discovering new experiences on the road.
The Navigator Live series showcases live performances by indie music artists discovering new experiences on the road.

Groups featured in The Navigator Live include Walk The Moon, DJ Cassidy, LaRoux and Capital Cities. The first episode aired September 17 with GroupLove.

Another project is the original short film “Two Bellmen” directed by Daniel “Malakai” Cabrera and stars William Spencer, Caine Sinclair, and other amazing talents from Substance Over Hype.

The studio will leverage numerous delivery platforms such as Marriott.com, Marriott Mobile; owned social meeting channels, Marriott Rewards and in-room television programming.

“Rather than talk at consumers, we’re shifting to speaking with them using attention-grabbing content,” Beebe said. “While content is just part of the overall travel experience we provide, we believe Marriott can become the world’s leading publisher of travel lifestyle content for the next generation. Our goal is to produce engaging content that builds communities of people passionate about travel that will drive commerce.”

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