Marriott Rolls Out Digital Magazine

An extension of its millennial-focused efforts.

It’s a clever theme for the launch of a quarterly travel magazine.

Under the heading “The Curiosity Issue,” Marriott has packaged a slick content-rich extension of its “Travel Brilliantly” marketing efforts, which are aimed at millennials. The cover story is a profile of Humans of New York maestro Brandon Stanton:

While some supporters say that his work connects humanity by dignifying individuals and revealing common threads, a handful of critics view it as reductionist or reinforcing of caricatured stereotypes. Stanton takes that criticism as an opportunity to ask himself questions about the accuracy and quality of his representations.

“Every single one has my email address,” he says of his 10,000 subjects. “And every person has the opportunity to have their picture taken down. Maybe a handful of people in six years of work have exercised that opportunity. In some cases it was because the audience was bigger than they realized.”

The feature by Cara Canella ends with a listing of “5 Books on Brandon Stanton’s Reading List.” Other articles in the handsome debut issue include “6 Questions With Neil DeGrasse Tyson” and a look at the Griffin Gate Marriott Resort and Spa in Lexington, Ky. through the prism of the Kentucky Bourbon Trail.

Marriott worked on this initiative with global design agency Critical Mass. “Teaming up with Marriott Hotels to develop the digital magazine’s strategy and design was a fantastic creative opportunity for the team,” said Critical Mass CEO Dianne Wilkins. “This is yet another channel where Marriott will engage with guests to enhance their experiences and inspire new ones.”

H/T: Campaign U.S.