Our goal was to drive loyalty member engagement outside of the stay occasion by making our viewers feel inspired by Marriott and its loyalty programs. We also set out to establish the Marriott loyalty benefit of delivering personal fulfillment through travel. With 30 brands in over 110 countries, loyalty to the Marriott portfolio enables travelers to be truly present wherever they go, enriching their travel experiences. This series was all about celebrating members and generating travel inspiration. Our key message for this campaign was, "No matter where your own story takes you, by being a loyalty member, you are inspired and empowered to fulfill it through travel."
The second season of StoryBooked focuses on art primarily expressed through movement of body. From pop and lock to deep water choreography, each artist portrays a unique take on creative personal expression and how travel inspires them to create something beautiful. Each creative selected a travel destination to experience through the power of our Loyalty program.
One of our main strategies was focusing on the emotional connection of travel as a reminder of why these creatives became a member and how travel plays a powerful role in our own life stories. Our members were able to demonstrate through self-expression how these destinations and experiences impacted them.
StoryBooked has garnered over 16 MM impressions on YouTube to date and over 1.4 MM impressions through on-air promotion. Our landing page on Marriott TRAVELER, traveler.marriott.com/StoryBooked, generated 13K+ page views and users spent double the amount of time on this page compared to others on the site. In addition, members were able to over 2.8 MM Marriott Rewards and SPG points for a Marriott moment featuring Aloe Blacc, one of our talent in the series, further demonstrating the power of content.
The stories were developed to give us flexibility in distribution, by packaging the series together we launched not only as 4 films via theatrical, linear, OTT and digital but also launched the content as a stand-alone 22-minute long-form special for cable prime-time.
