Show me what you’ve done!
A small sampling of recent work
StoryBooked: Marriott Bonvoy
Led the development and execution of Marriott’s 3-year running, award-winning platform “StoryBooked”, focused on the personal transformation of Marriott Bonvoy members through the power of travel. Featured Grammy nominated singer Aloe Blacc, award-winning chef and author Ed Lee as well as director and movement artist Jon Boogz. The platform included 11 films, custom editorial, real-time marketing, loyalty integration and custom events.
Results:
Innovative distribution across theaters, social, streaming & in-room entertainment
Over 7.1M PR impressions with a global release across theaters, A&E networks, VOD, in-flight networks, in-room entertainment and re-packaging for multiple campaigns.
Generated 40% of site page views
Executed custom vertical on editorial platform with destination articles, interviews and links to featured properties. Upon launch, this was a key driver to website connecting content to commerce.
3M+ loyalty points redeemed
StoryBooked had a global launch at Art Basel featuring artists and artwork from the films. The program included multiple custom loyalty events including master classes, film premiere invites and meet & greets as part of the series. All generating over 3M+ points redeemed.
Building it ground up: Marriott
Built and led Marriott’s internal agency and first-ever content studios, serving over 30 brands across the portfolio. In addition, led the creative integration of Starwood Hotels & Resorts which added 11 new brands and 1,300 properties to the Marriott portfolio. All resulting in the Marriott brand being recognized as a storytelling powerhouse that garnered recognition from Fast Company, ADWEEK, Fortune, Variety, Digiday and Hollywood Reporter for its innovation.
First-ever hotel record label launch: W Hotels
Led the award-winning strategy and creation of editorial content, films and social for W Hotels first-ever music label launch.
Results:
Innovative distribution
To support the launch of W Records, a custom documentary series was developed with Amber Mark, the first artist signed. The doc premiered on VICELAND primetime along with a Snapchat take-over and was promoted across VICE social and owned channels. The film highlighted her personal journey with recording sessions, live concerts and inspirational moments at W Hotels.
Build an ecosystem
In addition to the documentary, the digital franchise series “SoundSuite” was developed, showcasing music artist drawing inspiration from travel and developing tracks at W Hotels recording studios.
Grow it
Delivered 4.7M video views and 8.77M+ total reach. Successful at driving Brand KPI’s while achieving a +207% lift in brand affinity.
Marriott’s first-ever global entertainment network: MBTV
Led development and launch of Marriott’s first-ever global entertainment network; integrating 30 brands, 1.2M rooms and 6 continents all wihtin one streaming platform. The breakthrough lifestyle network featured over 40-hours of premium original programming including films, series and travel tutorials.
Results:
Think like a media company, not a hotel brand
Orchestrated a cohesive platform and content strategy for the first-ever global network across all brands and regions, inclusive of operations, continents, brands, loyalty, tech and vendor teams.
Developed OTT/streaming enterprise strategy featuring interactive loyalty points integration, credit card integration, original IP, bookings and member only live event purchases for further expansion beyond the in-room network.
Programming a network
Executed a global content strategy that was customized for each region. The network featured hours of core programming with original films touching on travel passions derived from guest insights. Additional interstitial programming featured Marriott Bonvoy education, benefits and exclusive experiences all meant to inspire and inform.
Unstoppable: NFL + Courtyard
Developed a one-of-kind content platform generating awareness of the NFL & Courtyard Hotels partnership with target audience.
Results:
Real people, real stories
“Courtyard: Unstoppable,” is a 10-part docu-series that takes viewers behind-the-scenes of the football world like never before, showcasing unique individuals that are pursuing their personal and professional passions, exceeding expectations and breaking barriers within their fields.
Innovative distribution
Beyond the films, “Unstoppable” featured several live Facebook streaming events, social promotions with NFL players and the first Facebook watch original series in the travel industry, all timed to launch with brand/NFL tent-pole activations including Super Bowl and NFL Draft. In addition, the content was featured across all Courtyard brand collateral such as room keys, hotel signage and email marketing.
Grow a community
The program generated over 15M+ views across Facebook and Instagram and was successful at driving Brand KPI’s.
Brand favorability: viewers had a 12% increase in consideration to stay at Courtyard after watching an episode
Content engagement was 3x higher than industry benchmark
Brand recall: 84% of viewers connected Courtyard as the official hotel of the NFL
Building a branded content studio from scratch: CuriosityStream
CuriosityStream is the global streaming leader in factual entertainment with over 15M+ subscribers. After successfully growing its subscriber base, CS recognized an opportunity to create a new revenue stream through brand-funded content development. My consultancy led this effort by building a brand content business from the ground-up that included market positioning, productized solutions and overall infrastructure needed to fully bring their branded content offerings to life.
Making it stand out: Moxy Hotels
Moxy Hotels, a budget hotel experience targeting NextGen travelers wanted to build awareness in a way that felt authentic to the brand – bold, tech-obsessed, edgy and a little unpredictable. The answer was to develop a creator led comedic interview series – in bed! Where? In a Moxy Hotel room, of course! It resulted in 10.1M potential customers engaging with over 2k hours of Moxy content.
The evolution of loyalty: Rewards to Bonvoy
The largest loyalty program in travel was overhauled from three separate programs into one single brand. This included a complete transformation from a transactional to an emotive mindset. This was bought to life through powerful story-driven content, the launch of an in-room global network across 30 brands, breakthrough campaigns and a complete internal mind shift from “how members travel, to why they travel.”
Hotel Countdown: You only get one shot at opening night
Developed and launched Marriott’s first-ever reality series, “Hotel Countdown”. The series gave viewers an all-access look at what it really takes to get these multi-million dollar projects ready for opening day.
Results:
Franchise mindset
Ever wondered what it’s like in the final days before a hotel opens? It’s fun, it’s chaos, it’s down-to-the-wire suspense. Each episode goes behind-the-scenes in the final days before a new Marriott property opens, to showcase what really goes on before it's ready for guests. The show explores architectural design, interior decorating, staff hiring and the planning of the grand opening event, giving viewers a much desired peek behind the curtain and a whole new appreciation of what it takes to be the best travel company in the world.
A great story = brand IP
The concept solved an ongoing challenge; the company needed a go-to strategy and format to showcase hotel openings in an entertaining and buzz worthy way. “Hotel Countdown” was flexible enough to apply to any brand in the portfolio while also being relevant on a global scale.
The Other End of the Earth
Academy Award® nominee Diane Lane elegantly and passionately brings Nelly Bly’s words to life in this award-winning film for the Ritz-Carlton Reserve.
Marriott Bonvoy “Moments” Series
Developed global content strategy and creative approach to “Marriott Moments”, the experience-driven platform and a core company objective for 180M loyalty members worldwide. The breakthrough platform was supported with social, editorial and a premium original series that transported viewers into once-in-a-lifetime experiences. From snowboarding lessons with Shaun White to a day-in-the-life of Cynthia Rowley at Fashion Week.
