Marriott faced the daunting challenge of shifting perceptions to position itself as a relevant lifestyle brand for Millennials. The goal was clear: attract a younger audience while driving qualified traffic to Marriott’s main booking site, ensuring that the brand resonated with modern travelers seeking unique experiences.

As the lead creative and editor-in-chief, I spearheaded the launch of Marriott's first enterprise online magazine, Marriott Traveler. This innovative platform was designed to establish Marriott as a curator of unique travel experiences. The vision was to create a site that delivered access to local adventures you simply can't find anywhere else. By developing repeatable formats and serialized content tailored for the time-constrained traveler—be it day trips or extended getaways—we aimed to engage a diverse audience.

Key content partnerships with influencers like Jacks Gap and Sonia Gil were instrumental in driving traffic and brand awareness. The project involved comprehensive brand positioning, identity development, UX design, and a robust content strategy, resulting in the ideation of 300 pieces of launch content across various formats—videos, infographics, and articles. I co-wrote and produced all videos, enhancing the magazine's appeal and creating a dynamic content ecosystem.

The impact of Marriott Traveler was nothing short of remarkable. The magazine quickly became a revenue-positive media site, generating over $1 million in revenue every month. In its inaugural year, it won Digiday's Award for Best New Publication and received accolades at the Webby Awards. Within the first six months, the site attracted over
100,000 visitors, and today it boasts between 600,000 and 700,000 monthly visitors. Press coverage from Inc, AdWeek, Condé Nast Traveler, and others highlighted the magazine's success, with Inc declaring, “Marriott Just Tripled Its Revenue with Content Site.”

By positioning itself as a watchable brand through engaging storytelling and unique content, Marriott not only redefined its identity but also established a meaningful connection with the Millennial traveler.