Marriott launches film, TV and music studio
Multi-platform marketing efforts to reach out to consumers
Marriott International has formed a new global content studio, through which it will produce and share digital and filmed content as part of its marketing efforts.
Comprising content development, production and distribution teams, it will publish, distribute and share content across film, television, online, digital and print distribution platforms.
The studio has already signed a number of development deals and is being led by David Beebe, vice president, creative and content marketing, global marketing, who has joined Marriott from Disney-ABC Television Group.
Marriott global marketing officer Karin Timpone said: “The global content studio represents a bold step forward for Marriott, both in our industry and among leading brands. The purpose is to create and establish original content as a key component of the company’s global marketing strategy.
“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.”
Among the talent already signed up by the nascent studio are Sonia Gill, an entrepreneur and travel vlogger, and Taryn Southern, a musical comedian, actress, and content creator.
Beebe explained how the studio would reach out to its target audience. “Rather than talk at consumers, we’re shifting to speaking with them using attention-grabbing content that adds value to consumers’ lives by providing them with information and entertainment at the right time and in the right context.
“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.”
One of projects already confirmed is Two Bellmen, an action-comedy about a happy-go-lucky bellman and his hapless counterpart, who prove their company loyalty when the JW Marriott LA LIVE comes under siege by “The Purple Panthers,” a gang of art thieves.
Meanwhile, The Navigator Live is a Renaissance Hotels TV series already in distribution on AXS TV, produced in partnership with AEG. It combines live performances by indie music artists discovering new experiences on the road including new and unusual restaurants, offbeat attractions, neighbourhoods and travel adventures.