Objective

Marriott Bonvoy Traveler’s new photo essay series sheds light on overlooked places and underrepresented communities around the world through visual storytelling. Our goal is to drive awareness of underrepresented communities and cultures, ultimately fostering deeper understanding of a community or destination and inspiring our audiences to travel to experience it firsthand.

KPIs were time spent on site, scroll depth, and positive sentiment.

Strategy

Through the use of photography, we invite audiences to connect and expand by getting a deeper, more insightful look into people, efforts, and communities that often go unseen.

Results

• Drove above benchmark time on site: 5:33(benchmark 2:11)
• 92.8% attention rate(meaning users stayed and scrolled above average)
• Drove most efficient media usage across Travel Better campaign at 22% lower CPSV than other articles in the campaign

Media