Skift Take
Renaissance Hotels' approach to telling the story of the modern business traveler is refreshing and relatable, appealing to the types of universal interests all travelers share, whether that's food, music, or simply a desire to get to know the place they're in.
Marriott's Renaissance Hotels brand is embarking on a broad and innovative storytelling campaign targeted specifically to a very particular segment: business travelers.
Built around the brand's "It's Business Unusual" tagline, the campaign has included a variety of projects, including a user-generated contest for musicians that debuted last fall, called The Navigator Live, and a short film, "Business Unusual," that premiered in January.
Renaissance Hotels' latest project involves a video series starring chef Andrew Zimmern of Travel Channel's "Bizarre Foods." In the video series, called "The Navigator's Table," Zimmern travels to Chicago, Nashville, and New York, inviting his friends — fellow chefs, entrepreneurs, and artists — to join him for a meal showcasing his own interpretations of regional dishes, and their own views on what the local scene in each city is really like. The series is named after the brand's designation for its concierges.
"When we looked at who could tell this story in an interesting, engaging, and authentic way, we wanted to find someone who represents that modern business traveler who's curious and always looking for new experiences, and making sure their business trips are not business as usual," Dan Vinh, vice president of global marketing for Marriott's lifestyle brands, said. "That's Andrew."
Marriott is going after the business travel segment over leisure travelers for one primary reason: Frequency. Marriott's global PR director of luxury and lifestyle brands, Victoria Hart said, "From a marketing perspective, we'
