Marriott International in its bid to become a Publisher launched Marriott Content Studio for content, which has been increasingly popular positioning Marriott as the trusted source and a content leader in the travel entertainment space.
Branded content has been seen as a way to influence buyers where customers turn to brand owned channels for trusted source of information above advertising. Renaissance Hotels has created a series, “The Navigator Live”, telling stories engaging customers beyond advertising. The Navigator Live is a TV series produced by Renaissance Hotels and AXS TV. The content idea is that the series takes the audience backstage with guest artists performing at the hotels as they explore the city and show audience their favorite spots.
Marriott’s Content Studio and Renaissance Hotels Partner For “Business Unusual”
Renaissance Hotels and Marriott’s Content Studio have partnered with Substance Over Hype to produce a new comedy short film, Business Unusual. “Business Unusual” will have a global multi-platform release in early 2016, including a limited theatrical release, YouTube posting and additional digital-platform roll-out.
“Brands must stop interrupting what consumers are interested in and become what they are interested in, and short films driven by storytelling vs. advertising are just one of the many ways we are engaging with next generation travelers,” said David Beebe, Vice President, Global Creative + Content Marketing, for Marriott International and its portfolio of 19 brands. “Not only do the short films and other projects from the Marriott Content Studio engage an audience, they inspire them to travel, and drive revenue for our hotels, and we’ve found the right recipe for mixing art and commerce together to win the hearts, minds, and wallets of travelers globally.”
The story line for the film takes the positioning for Renaissance hotels forward where the brand is seen to be delivering newer experience in the travel space.
“Renaissance Hotels is designed for the today’s business travelers, who see travel as an opportunity to experience something new and unexpected, so they come away with a new perspective — whether that’s from experiencing the local neighborhood around our hotel or simply stumbling into a live performance, a mixology demonstration or an art exhibit in the programmed public spaces,” said Dan Vinh, Vice President Marketing, Renaissance Hotels. “‘Business Unusual’ incorporates cameos with strong Chicago ties to demonstrate the importance of Renaissance Hotel’s passion for incorporating unexpected, indigenous and local elements into the guest experience.”
“Business Unusual” centers around two ad executives and former colleagues, having just arrived in Chicago to compete against each other in a pitch. A pompous character, Chip, delivers the first pitch and receives extremely positive feedback from the clients. Following Chip’s seemingly successful presentation, David, (a less seasoned entrepreneur) nervously begins to present his pitch– when the client is suddenly called away to an emergency and is asked if he can finish the next day. David agrees and returns to his hotel. As he is anxiously preparing to revamp his pitch, the Navigator (Renaissance Hotels’ local concierge) persuades him to join other guests for an evening of discovery through beverage, food and local music in the hotel’s bar. Here he has a chance platonic encounter with a kind, wise, and successful woman named Ella. David finds his groove and is inspired to create an exceptionally fun and clever campaign, focused on the use of a Rube Goldberg machine that ultimately lands him the account. The Rube Goldberg machine in the film was designed by “America’s Got Talent” quarterfinalist Steve Price.
The Film furthers the idea of inspiring business travelers to find experiences beyond the ordinary with exceptional services from Renaissance Hotels.