With many brands searching to find the sweet spot between engagement and conversion, Marriott International knows the importance of promoting more than just offers. Working to provide more value to its community of travelers, Marriott engaged SJ&P to help them deliver a thoughtful, strategic and creative digital solution to reach travel audiences, especially millennials, using content as the primary driver.
Marriott TRAVELER is part lifestyle magazine and part social media hub, featuring content centered around culture, family, fashion, food and drink, and more. SJ&P was an integral part of the process, from developing the flexible information architecture of the content and the layout of its pages to creatively consulting on the user experience design to leading the development of a responsive, mobile-optimized platform that curates content from Marriott staff, travel writers and influencers. The site — whose initial launch focuses on pilot destination New Orleans, with more cities to follow as the year goes on — also allows for users to seamlessly share content, all before finally making the decision to book with a property.
The early results are extremely positive. With coverage on major outlets like The Washington Post, Digiday and Mediapost, all indications are that our work on Marriott TRAVELER looks to be readily adopted by content-savvy travelers around the globe.
Marriott TRAVELER has generated more than 2,547,000 sessions, attracted more than 1,348,000 mobile visitors, drawn more than 4,128,000 page views and prompted nearly 15,600 social shares.