The Marriott movie is a story
What is the most engaging way to tell a story these days? It's the feature film, folks at Marriott hotel chain must have thought. So Marriott produced its own movie, a true 17 minutes Hollywood production, called "Two Bellmen". And launched it in March of this year as it were a real box office hit, with a trailer, official soundtrack (also available in the iStore), and don't forget the-making-of.
This approach redefines the storyline format of mainly 30-second ads that are becoming predictable, not attractive to consumers and thus fail to connect emotional appeal. The official website is of course a smart marketing platform one can still visit, with the full movie and other products.
This sudden boost of creativity comes from Marriott’s new in-house content studio, which was launched in fall 2014. The brand moreover is also creating short films about the destinations of Marriot International hotels. Marriot is proving its new commitment to storytelling by supporting (but not ‘overmarketing’) travel articles featured on the blogging platform Medium, bridging travelling with powerful stories that actually matter to consumers.