Marriott Launches LGBT #LoveTravels Campaign
Today, Marriott Launches LGBT #LoveTravels inititative, a multicultural campaign that conveys the company’s commitment to making travelers feel comfortable regardless of who you are. Marriott has partnered with photographer Braden Summers to create a provocative portrait series featuring LGBT notables like Jason Collins (basketball player), Geena Rocero (fashion model and social advocate), other influencers, and real individuals and families.
This marks the first time the brand has included members of the Lesbian, Gay, Bisexual and Transgender (LGBT) community into their social media and marketing campaign. Summers’ unique ability to capture warmth and emotion perfectly communicates the company’s welcoming approach to hospitality.
“We are committed to ensuring that all of our guests feel comfortable at all of our hotels and are proud to stay with Marriott. #LoveTravels is a universal theme we believe is shared by all cultures and communities and truly represents our company’s philosophy and values. We also want to encourage our guests and travelers around the world to share their own journey and story through #LoveTravels @MarriottIntl.” – Kristine Friend, senior director, segment marketing.
#LoveTravels features visually stunning images that will be displayed as building wraps at five hotels in Washington, D.C., a series of print ads in LGBT media, an online portrait gallery and display ads in cities throughout the U.S. A key element of the campaign includes portraits of Jason Collins, professional basketball player; Geena Rocero, fashion model and social advocate; and Talisha Padgett-Matthews, a Marriott associate. More about their inspiring stories and other images from the campaign can be found at LoveTravels.Marriott.com, including behind-the-scenes video.
To coincide with the Capital Pride Celebration, the hotel building wraps will be unveiled beginning on June 2nd at Renaissance, Washington DC, Dupont Circle; Renaissance Washington, DC Downtown; Ritz Carlton Washington DC; Residence Inn Washington, DC/Dupont Circle; and JW Marriott Washington, DC. Elements of #LoveTravels will be featured on the Marriott LGBT website Marriott.com/gaytravel and at key Gay Pride events in Washington, San Francisco and New York City. Numerous Marriott properties were also used in the photographs, including the Residence Inn Manhattan New York/Central Park; Renaissance New York Hotel 57; The Carlton Hotel, Autograph Collection; The Lexington New York City, Autograph Collection, and the JW Marriott Marquis and Marriott Stanton South Beach in Miami.