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Marriott International Launches Latino Effort

Marriott International is launching a new portrait and video series featuring three Latino influencers.

Diane Guerrero (“Orange Is The New Black,” “Jane the Virgin”), Diego Boneta (“Scream Queens), and Boyce Avenue (YouTube music sensation) use the hashtag #LoveTravels to encourage  travelers to explore their personal passions, and celebrate their unique perspectives and experiences.

The stories from the new #LoveTravels ambassadors reflect how travel is a transformative experience and a bridge between cultures, careers and families. Diego, Diane and Boyce Avenue discuss what it means for them to be both Latino and American, their passion for human rights and the empowerment of the Latino community.

“Marriott embraces all and is dedicated to finding inspiring stories that illustrate how people pursue their dreams, and bring their passions to life when they travel,” said Stacey Milne, vice president, portfolio marketing strategy and planning, Marriott International, in a release.

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Although the campaign was not intended to be a response to the recent hot-button issues around immigration, Marriott is taking this opportunity to support the Latino community who inspired the #LoveTravels campaign through their dedication to family, work, love, and diverse cultures, according to a company spokesperson.

Marriott enlisted LatinWorks, a full-service cultural branding firm, and photographer Braden Summers to create the campaign. From Aug. 17 through Oct. 31, the #LoveTravels videos can be seen on mobile and tablet devices through Pandora, YouTube, Facebook and Twitter.

The #LoveTravels social movement kicked off in 2014 with Jason Collins, Geena Rocero, Angela Simmons, and Tim Howard. Earlier this year, Marriott launched the 2015 #LoveTravels campaign with TV personality Ross Mathews during the Washington, D.C. Capital Pride Parade and Chicago Pride Parade.

The campaign includes a dedicated Web site, Facebook page and Instagram account.

5 comments about "Marriott International Launches Latino Effort".
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  1. Toya Mitchell from Mintel, August 18, 2015 at 10:25 a.m.

    The headline and article reads as if the campaign is focused on Latinos only, but it appears to be a truly multicultural effort including African American and LGBT consumers as well.

  2. cara marcano from reporte hispano, August 18, 2015 at 2:49 p.m.

    Do you think the campaign would get better ROI and engagement if the #LoveTravels 
    tagline were translated into Spanish or transacculturate ?  We do think there should be more Spanish and more Spanish media in this campaign for best results. ~
    Cara Marcano, director, board of directors national association of hispanic media ~ caramarcano@reportehispano.com


  3. cara marcano from reporte hispano, August 18, 2015 at 2:53 p.m.

    I just don't understand how this campaign can be done entirely in English and talk about travel and multiculturalism and various cultures and different folks experiences, especially Latino experiences with no Spanish and no Spanish media?

  4. cara marcano from reporte hispano, August 19, 2015 at 12:21 p.m.

    Social media does not drive sales. Social media is not a media campaign and should not be the paid media invetment of any company looking to drive sales.
    Social "media" UNLIKE traditional media - print, newspapers, radio, email of content from a trusted REAL MEDIA Brand -- is the only paid media that drive sales. This has been well-documented by many Spanish-speaking! Latinos in HBR. XO to Frank V. Cespedes ; )  Here is the link to his work on this matter. There are ways to tie media to sales and this "social is my media plan" is NOT one of them. ; )

    https://hbr.org/2015/03/is-social-media-actually-helping-your-companys-bottom-line?

  5. cara marcano from reporte hispano, August 19, 2015 at 12:22 p.m.

     traditional media - print, newspapers, radio, email of content from a trusted REAL MEDIA Brand -- is the only paid media that drive sales. Not "social media". This might be one of the biggest mistakes of modern marketing this subsitution of "social media" for real media for sales. This has been well-documented by many Spanish-speaking! Latinos in HBR. XO to Frank V. Cespedes ; )  Here is the link to his work on this matter. There are ways to tie media to sales and this "social is my media plan" is NOT one of them. ; )

    https://hbr.org/2015/03/is-social-media-actually-helping-your-companys-bottom-line?

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