Hotel brand Marriott International is launching an in-house content production studio.
The division comprises development, production and distribution teams focused on three areas: “snackable” travel and lifestyle content, story-driven episodic content, and real-time content based on trending topics on social media, all aimed at travelers.
The studio is part of a strategy to make content a cornerstone of Marriott’s global marketing efforts and will be led by vice president, creative + content marketing and global marketing David Beebe (pictured), formerly of Disney-ABC Television Group.
His recent credits include the PBS travel show Lucky Bastard and the Yahoo.com series Ultimate Proposal and Stunt Nation.
“Rather than talk at consumers, we’re shifting to speaking with them using attention-grabbing content that adds value,” he said in a statement. “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.”
Marriott has inked talent deals with Sonia Gil, a vlogger and star of the ulive travel series Almost Free; social media and YouTube star Shira Lazar of What’s Trending with Shira Lazar; and comedian and red carpet host Taryn Southern.
Inaugural projects include The Navigator Live, an AEG-produced Renaissance Hotels music and travel series already distributed on AXS TV; and the 12-episode Marriott Rewards’ Year of Surprises hosted by basketball star Jordan Farmar.
Programming will be viewable via Marriott.com, Marriott Mobile, the brand’s social meeting channels, Marriott Rewards and through hotel room TVs.