NMI - Content Studio
The Ask: Create a consistent thread between the iconic brand identity of heritage brands and the modern digital & social platforms where unique audiences and use cases play.
The Idea: Build a practice of creative strategy consisting of digital content for the future of production – that is fusing creativity and technology, video production and analytics to enable brands to become always-on publishers in a customer-first digital world
Develop a web-based branded content series In support of the summer limited-edition packages, offering The Luxury Collection from Starwood guests, the opportunity to experience an expertly curated journey based on their passions: food & wine or art & design.
The new luxury consumer values are shifting “…most are shunning “conspicuous consumption” in favor of brands that represent quality, aesthetics and authenticity and experience” – The New Face of Affluence, Dwell Strategy and Research, 2013
Partner with Travel/Food Influencers and One Kings Lane to launch an e-commerce powered web series #roadtrip. Build curated shopping trips by highlighting truly unique brands and antique dealers and offer them on One Kings Lane for a limited time. Then amplify the content by hosting a series of dinners where, for the first time, guests will have access to preview and shop items from the road trip inspired sale.
The program which was supposed to be for 3 months, ran online for 2 years, increased bookings by 53.6% year over year and 1 out of every 13 people from One Kings Lane clicked through to the road trip content.
Video city guides were created to highlight chosen Luxury Group hotel properties. Matching digital travel itineraries were created on One Kings Lane as well as shoppable content curated from the influencers and editors starring in the video. Content was re-issued post Marriot acquisition and is still used today to educated Marriot loyalists and new guests to the Tribute collection of luxury boutique hotels.
Condé Nast Traveler
Lead a content strategy creative development and production plan to A/B test content of traditional Conde Nast Traveler print entities like Top 10 lists and 72 Hours in in digital form.
Juxtapose limited time events, legacy luxury hotels and local tours to study performance and audience through the coverage of the Venice Biennale.