Global Update
ConneCting through content
Marriott International has made a huge commitment to own the travel space with the launch of the Marriott Global Content Studio , which is dedicated to publishing , distributing and sharing original content across various platforms including film , television and digital .
“ We want to engage with people through content that informs and entertains , and we just happen to sell hotel rooms that are part of the travel experience ,” notes David Beebe , who spent time at Disney-ABC Television Group before joining Marriott to lead this new initiative . “ Consumers today don ’ t want to be interrupted listening to a brand talk to them about how great it is . They want content that is about them and that solves a problem .”
To deliver that content , Marriott has partnered with talent such as travel vlogger Sonia Gil and Substance Over Hype , which has signed on to produce a short film — “ Two Bellmen ” — set at JW Marriott L . A . Live . “ It ’ s built around an art heist that may or may not have taken place at the hotel ,” Beebe explains . “ The
The Navigator Live , a Renaissance Hotels TV series in distribution on AXS TV that showcases live performances by indie musicians , is just one of the Marriott Global Content Studio ’ s projects .
hotel merely serves as part of the story , as part of the platform that enabled the story to happen .”
Beebe says Marriott is not focusing on a traditional return on investment for the studio ’ s projects initially , but instead is focused on building a relationship with consumers and measuring content engagement . “ Engagement — commenting , sharing , talking about it on social — really shows we ’ re building that relationship ,” Beebe notes . “ They ’ re essentially becoming brand advocates .”
Future new business initiatives in conjunction with the studio may include licensing content to other distributors , Beebe adds .
“ We ’ re moving fast ,” he says . “ This was not just about us announcing it and saying we ’ re going to do it — we ’ ve got content we ’ re already doing . The time is now .”
The annual Montage Memory Makers contest awards college scholarships to 13- to 17-year-olds who are making impactful changes in their communities .
Fledgling philanthropists
What young people may lack in experience they can make up for in spirit , and to demonstrate that , Montage Hotels & Resorts for the second straight year is honoring young humanitarians — 13- to 17-year-olds making impactful changes in their communities .
The Montage Memory Makers contest began last year as a way to mark the Laguna Beach , California-based company ’ s 10th anniversary , explains PR Director Alyssa Bushey . The initiative awards five winners a US $ 10,000 college scholarship .
Last year around 200 entrants submitted a short essay and an optional video online to enter the contest , and this year that number grew to more than 500 . Montage also received almost 2 billion media impressions thanks to the program , according to Bushey . Winners have included 14-year-old Lulu Cerone , who founded LemonAid Warriors to use lemonade stands to help Haitian earthquake victims . This year ’ s judges included Montage CEO Alan Fuerstman ; Premal Shah of Kiva . org , which aims to connect people through lending to alleviate poverty ; Charles Best of DonorsChoose . org , which addresses educational equality ; and Darell Hammond of KaBoom , which focuses on bringing active play to all kids . Plans to continue the contest next year are underway .
“ There are a lot of great causes , but kids maybe don ’ t have as many resources or the tools adults may have ,” Bushey says . “ Their creativity and pioneering spirit was inspiring to us . Internally , learning , development and mentoring are really big in the company — this is an extension of that .”
14 HOTELS December 2014 www . hotelsmag . com