Submitted by Reach AgencyAgency IPI Score 10/100

Marriott Hotels Let Your Mind Travel Influencer Campaign

Influencer Marketing

Reach Agency cast lifestyle, travel and culture influencers to showcase renovated Marriott Hotels properties for the Let Your Mind Travel campaign, reporting 50M+ paid media impressions on influencer content.

50M+Paid Media Impressions
4M+Organic Impressions

Case in 60 seconds

Marriott Hotels had spent six years renovating its entire experience, so the brand needed fresh, social-first content that could spotlight redesigned properties worldwide while connecting with a younger audience it had yet to reach.

A renovation only changes perception once a younger audience sees it lived in, because that audience trusts creators it already follows rather than a brand describing its own upgrade, which the page frames as checking out before checking in.

Under the "Let Your Mind Travel" campaign, Reach Agency let influencers discover the revamped Marriott locations first hand, so the renovation was shown through creator experience rather than announced through brand advertising.

A diverse lineup of lifestyle, travel and culture influencers explored revamped Marriott locations and made digital-first videos and photos for their own channels and Marriott's platforms, while Karamo Brown of Queer Eye fronted exclusive social-first videos on brand-owned channels.

Reach Agency reports 4M+ organic impressions and 50M+ paid media impressions on influencer content, and says its influencer content outperformed other campaign content 9 to 1, although how that ratio was calculated is not stated.

Strategy Breakdown

A younger audience that Marriott Hotels wanted to connect with as it relaunched its redesigned properties.
After six years of renovation, Marriott Hotels needed social-first content that could show redesigned properties worldwide to a younger audience, so the change had to be seen rather than simply claimed.
The page casts Marriott as the host of the experience rather than its narrator, opening revamped locations to influencers and then carrying their content and the Karamo Brown videos on its own channels.

Creative & Execution System

Partners

  • Reach Agency

Creator role

  • Karamo Brown

Results & Evidence

MetricValue
Paid Media Impressions50M+
Organic Impressions4M+
Assets Created300+ assets
Organic Influencer Posts150+ posts

Why Reach Agency's strategy worked

  1. 1

    Influencer content made for creators' own channels can also serve as paid media, because the agency reports 50M+ paid media impressions on that content against 4M+ organic impressions, so one production run fed both surfaces.

  2. 2

    Pairing a broad influencer roster with a single recognisable presenter splits the work sensibly, because the roster carried discovery on its own channels while Karamo Brown anchored exclusive videos on brand-owned channels.

  3. 3

    A physical renovation gives creators something concrete to explore rather than a message to repeat, which the page links to influencer content outperforming other campaign content 9 to 1.

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