Renaissance inns Debuts Its First quick film To power promotion
by using Laurie Sullivan @lauriesullivan, (January 09, 2016)
Renaissance accommodations will roll out the purple carpet Monday at the Renaissance Chicago Downtown to premiere its first film produced in cooperation with Marriott content Studio. The content technique works well for different Marriott manufacturers.
The 12-minute movie, “industry odd,” written and directed by using Daniel Malakai Cabrera and Caine Sinclair, speaks to subsequent-technology vacationers to force new trade. The storylines purpose to deliver viewers a brand new viewpoint on typical topics, explains Dan Vinh, VP of selling for Renaissance accommodations. The film used to be produced in partnership with Substance Over Hype.
“The movie presentations how trade vacationers can identify serendipitous moments that assist them uncover new methods to their work,” Vinh says. “this can be a strategy to reach a new audience that would possibly not have heard about all our brands.”
on this particular film the ad executive, David, pitches the consumer an advertising marketing campaign, cinching the account with the aid of emphasizing a new point of view for the company, Albright Glass.
The content material Studio is developing films for entertainment audiences via unique storytelling the place the emblem and the lodge play a personality, to not directly encourage travel. Viewers can catch these original films all over airline flights, in hotel rooms, on YouTube and other locations global.
the logo additionally uses paid-search promoting to promote the movies for roughly 60 to 90 days. a few of it ties into Marriott’s main push for search engine optimization and paid-search promotion. the movies are also promoted on the lodge’s dwelling page. “It’s now not a distribute-and-go-house strategy,” says David Beebe, VP of global inventive and content advertising, for Marriott international and its portfolio of 19 brands.
Marriott develops sales packages for each and every movie. The bundle for “industry peculiar” focuses on abnormal locations to find in Chicago. “French Kiss,” which racked up 6 million views on YouTube, incorporated room discounts, and Champaign and candies on arrival. The resort chain uses the information to remarket and retarget website online visitors.
shoppers can most effective get right of entry to the gross sales package deal in the course of the movie. The “French Kiss” bundle drove more than $500,000 in revenue Beebe says. “the movies are putting heads in beds,” he says. “We additionally license the flicks to other distributors that want content material. The dollars go back into advertising and marketing to beef up different movie.”
short movies are a part of Marriott’s advertising and advertising option to produce engaging content material that builds communities that drives commerce.
“business unusual” marks the third original quick film produced via the Marriott content material Studio, in just greater than a 12 months. The division additionally released YouTube collection, “hot Shoppe” and “don’t DISTURB.” Marriott’s content material Studio publishes, distributes and shares digital content material across a couple of systems and on all monitors.
MediaPost.com: Search advertising day by day
(20)
