Marriott extends social media efforts to Snapchat
Well-known users of photo and video messaging service to create new content
Marriott International has launched what it claims is the industry’s first branded Snapchat programming, partnering with well-known users of the photo and video messaging service to document their journeys through the company’s hotels.
The initiative, the result of a partnership with Snapchat-focused marketing and analytics agency Naritiv, is part of the latest phase of content development, production, and distribution deals for its film, TV and music studio, launched earlier this year.
It will launch its Snapchat channel, @MarriottHotels, tomorrow (December 18) and will follow this up with a three-month programme with a number of storytellers on the social media platform.
The first month of the campaign will feature Shaun McBride (@Shonduras) and Brittany Furlan (@brittanyjfurlan), who will travel to key Marriott Hotels properties around the world, creating their itineraries with their followers and documenting their journeys through both their own channel and Marriott’s.
Other contributors participating in the campaign will include YouTube, commercial director and TV show creator Casey Neistat (@caseyneistat) and Louis Cole (@funforlouis), a British filmmaker and YouTube personality.
Other new developments in its digital content efforts include the launch of Gone, a new travel lifestyle vertical in collaboration with Medium.com, the blog publishing platform founded by Twitter co-founders Evan Williams and Biz Stone. It will initially focus on Haiti and the soon-to-open Marriott Port-au-Prince.
“We’re moving rapidly to continue to engage development and production partners get into physical production and to deliver content to travel consumers,” said Marriott International vice president, creative and content marketing David Beebe.
“These programs significantly expand both the breadth and depth of our content initiatives by reaching into new content areas where few brands—and even fewer other hospitality brands—have ventured before.
“We aim to activate and leverage global reach and distribution to become the leading publisher of travel lifestyle content that engages next-generation travellers and build Marriott’s reputation as the world’s favourite travel company.”