In the fall of 2018 Marriott International asked the editorial team to explore live storytelling formats on social media.
Together with M Live, Marriott’s Social Media Command Center, we brought on a technology partner and built out a destination-focused Facebook Live concept that would use Marriott International properties as jumping off points to explore destinations while highlighting unique experiences that are available through Marriott Moments.
This was a true omnichannel approach with steak-holders from the Loyalty Team, PR, Global Marketing, Property, Brand, Credit Card, Food & Beverage and Marriott Moments.
Ultimately the 3-month effort concluded just ahead of the global rebrand that consolidated Marriott Rewards, Starwood Preferred Guest and The Ritz-Carlton Rewards into one travel program – Marriott Bonvoy.
The project, as it was developed, was put on hold as to avoid mixed messaging during the global roll out of Marriott Bonvoy. However, our R&D learnings from planning a global live stream and developing two full proof of concept episodes were implemented by several teams at Marriott International in their live streaming efforts including Masters of the Craft, Renaissance Day of Discovery and others.
