Now, the hotel chain is working with cultural branding agency LatinWorks to expand this initiative to appeal specifically to Latino travelers.
Working with photographer Braden Summers, the campaign features Latino celebrities Diane Guerrero ("Orange Is The New Black," "Jane the Virgin"), Diego Boneta ("Scream Queens") and YouTube star Boyce Avenue as they discuss what it means to be Latino and American, their passion for human rights and the empowerment of the Latino community.
And their love for Marriott, of course.
“We are proud to partner with such admired and compelling influencers in the Latino community who truly embody what the #LoveTravels campaign is all about,” said Stacey Milne, vice president, Portfolio Marketing srategy and planning, Marriott International. “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.”
Through October 31, these #LoveTravels videos are accessible via mobile and tablet devices and will be supported through Pandora, YouTube, Facebook and Twitter.
Earlier this year, Marriott introduced another version of the 2015 #LoveTravels campaign with TV personality Ross Mathews during the Washington, D.C. Capital Pride Parade and Chicago Pride Parade. Each iteration features ambassadors to reflect how travel is a transformative experience for them and can serve as a bridge between cultures, careers and families.
Although this is not Marriott's first campaign for the Latino market, it is the first time the chain is specifically reaching out to them under the #LoveTravels campaign. However, this is the first time Marriott has worked with LatinWorks.
Also, Marriott has introduced several new partnerships this year to help boost its occupancy rate and increase its relevancy. For instance, the hotel chain celebrated its 1 millionth check-in with a flash mob celebration that was posted on YouTube.
It is the first company to use Oculus Rift to showcase travel experiences, as well as the first hotel chain to begin testing Apple Pay at select hotels. Plus, Marriott is the first hotel company to offer Netflix programming and recently formed a global marketing partnership with Universal Music Group, whose labels include Capital Music Group, Island Records and Def Jam, to offer the 52 millionRewards members access to UMG events and concerts.