How could Marriott elevate its brand beyond the travel industry, engaging audiences and amplifying brand sentiment in an era of infinite content?

Marriott boldly reimagined traditional marketing by treating "Two Bellmen" as a groundbreaking independent short film, shot in the vibrant backdrop of JW Marriott LA Live. This wasn’t just content; it was a cinematic experience designed to resonate with travel enthusiasts. Executive Producer David Beebe encapsulated this vision perfectly: “Marketing as interruption is over.” With "Two Bellmen," Marriott embraced the power of storytelling, crafting entertaining and informative narratives that not only engage but also build a passionate community of travelers. By doing so, they transformed their brand into a compelling media entity that drives commerce for Marriott’s global portfolio, including JW Marriott.

The impact was staggering. Engagement metrics skyrocketed, with both the film and trailer surpassing industry benchmarks by over 400%. The trailer achieved an impressive 33.4% view rate—198% above the norm—while the film itself earned a 61.4% view rate, a remarkable 359% increase. Together, they amassed 6 million views on YouTube. Marriott was featured in the headlines of 90% of coverage from major outlets like the Huffington Post, USA Today, and the Washington Post, yielding 247 million PR impressions valued at approximately $34 million.

Brand sentiment for JW Marriott climbed 2 points above its previous average, and searches surged by 65% post-launch, highlighting the film’s ability to elevate brand awareness and consideration.

By embedding the JW brand name in the film's opening moments, Marriott effectively positioned itself as a bold, entertaining, and dynamic media property—no longer just a travel company, but a significant player in the media landscape.