Bethesda BETHESDA—Marriott International Inc. has 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. To further the company’s focus on next-generation travelers and drive new business, the studio embraces a mission to own original content marketing as both a travel company and a worldwide community.
“The global content studio represents a bold step forward for Marriott, both in our industry and among leading brands,” said Karin Timpone, Marriott’s global marketing officer. “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.”
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 “always on” 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 and content marketing, global marketing, who joined Marriott from Disney-ABC Television Group. “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,” 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.”
The studio comes to market with significant talent and project development deals to claim its position as a first-mover within the hotel industry in original content across all distribution platforms. These deals include film entertainment, television, and digital and online programming.
Projects include “Two Bellmen,” an original short film directed by Daniel “Malakai” Cabrera and starring talents from the group Substance Over Hype; “The Navigator Live,” a Renaissance Hotels TV series already in distribution on AXS TV, produced in partnership with AEG; and Marriott Rewards’ “Year of Surprises,” a series of 12 webisodes that will premiere in October 2014. The first episode will be hosted by basketball star Jordan Farmar.