Marriott International’s Cinematic Series “StoryBooked” Returns With 2nd Season
Marriott’s award-winning Content Studio, in partnership with NBTV Studios, has returned with a second season of StoryBooked - the anthology film series capturing the compelling and expressive personal journeys of members of Marriott’s trio of loyalty programs (Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest) traveling the world in search of inspiration for their own creative passions. The four new films feature Grammy-nominated musician Aloe Blacc, underwater performance artist and director Julie Gautier, movement artist and choreographer Jon Boogz, and Olympian and filmmaker Alexi Pappas.
Brand Storytelling caught up with Executive Creative Director: Global Creative + Content Marketing at Marriott International Marc Battaglia to learn more about Marriott’s ability to turn their customers’ stories into unique, beautiful, and internally valuable brand-created content:
StoryBooked: | Aloe Blacc on Ignoring Borders, Traveling Through Time and the Creative Process
How has StoryBooked evolved from Season 1 to Season 2?
In season 1 we were focused on more tangible forms of creativity such as painters and sculptors that were inspired to create physical artwork based on their journey. In season 2, we expanded this approach to those travelers who set out on a journey to fuel and drive their personal passions such as Grammy nominated musician Aloe Blacc or underwater artist Julie Gautier. From the get-go we knew we were going to leverage both seasons together in various formats, so it was also important we made sure our new cast complimented season 1 and the destinations remained unique.
How do you convince the C-suite to invest in content that transcends traditional marketing and enters the realm of cinematic storytelling?
It’s more of a holistic approach, we’re are part of larger set of tools rather than just one hammer. In other words, we can complement the marketing efforts throughout the year with story-driven content that can fill the gaps and live in a lot of places traditional campaigns can’t or shouldn’t such as entertainment first platforms. Also, shelf-life and second life are a big plus; when we invest in brand funded entertainment it does not have an expiration date on it the way more traditional campaigns do. A documentary, digital series or film can live well beyond the campaign cycle, be distributed on channels the campaign can’t, be re-released in different formats for a second life and lastly become IP for the brand itself.
StoryBooked:Underwater Artist Julie Gautier on Finding the Soul of Dance in Mexico's Cenotes
What was the impetus behind featuring creatives that are also loyalty members?
The main driver was to put ourselves in the consumers mindset by telling their own stories and celebrating the power of travel from their own personal perspective. They are the stars of their own stories, not us; it’s important to remember that as a brand our role is to empower the story to happen…not to be the story. Travel is this incredible force that has the ability to make you a better person. Very few actions in life have that potential and we wanted to celebrate that aspect since we view ourselves as a travel company, not just a portfolio of hotel brands. The idea of featuring creatives was to capture a sense of personal pursuits. The purpose is to go beyond just the transactional nature of being a loyalty member but tap into the emotional reason of why you are a member in the first place. Connect with how travel can fuel you personally and empowers you to pursue your own story. As a member of one of the most powerful loyalty programs in the