BETHESDA, MD: Marriott International has signed up YouTubers, including the UK’s JacksGap, to develop content to appeal to the "next generation of travelers."
Marriott’s global content studio, which has announced several production and development deals, has commissioned and produced the video content.
JacksGap, whose channel has 3.8 million subscribers, is fronted by filmmaker Jack Harries and features content "born from a love of traveling and telling a good story." Marriott’s deal with the YouTube star will result in a series of three short films.
The hotel chain has launched a series of monthly webisodes called Marriott Rewards’ Year of Surprises, which premiered on October 31. Each episode will feature a celebrity giving the "surprise of a lifetime" to "communities across the world." The Los Angeles Clippers’ Jordan Farmar stars in the first.
Marriott is investing increasing amounts of money into its content strategy. Its studio, which creates and shares digital and print content, is designed to reach the "next generation" of travelers and boost new business.
"These deals expand both the depth of our content play as well as its breadth, by reaching into a new content area where few brands - and no other hospitality brands - have ventured before," said David Beebe, Marriott’s VP of creative and content marketing.
This story originally appeared on the website of Marketing.