Marriott International wants to target the “next generation” of vacationers, and the hotel chain has determined just the way to do it — digital video marketing.
Thus, Marriott has created a new global creative content studio that will focus on the publication and distribution of original video content across multiple digital platforms in addition to television.
Talent joining Marriott for the company’s new, original programming will include Sonia Gil, of YouTube channel Sonia’s Travels, YouTuber Taryn Southern, the “What’s Trending” team, and Substance Over Hype. Series will include “Two Bellman” and “The Navigator Live,” which AXS TV already distributes in partnership with AEG and Renaissance Hotels.
As Karin Timpone, the company’s global marketing officer, describes, “The studio will consist of three groups, a creative agency, entertainment, and live — all focused on developing multi-platform content to engage consumers across all screens and formats worldwide.”
The creative group will be responsible for the creation of short, travel-centered content. Meanwhile, the entertainment team will work on narrative content, in episodic format, and the live team will work on creating content in real time, feeding off trending topics and current events.
David Beebe, vice president of creative content and global marketing at Marriott, will head the initiative. Prior to his position at Marriott, Beebe worked at Disney-ABC Television Group.
Marriott’s creative initiative marks a first in the hotel industry, which largely has yet to embrace such a thorough, multi-platform approach to marketing. Platforms showcasing Marriott’s content will include Marriott.com along with the company’s other various owned media channels, like the company’s home on YouTube.