Marriott International has launched a new #LoveTravels marketing campaign aimed at LGBT travelers.
The campaign was produced in partnership with photographer Braden Summers and revolves around images celebrating the theme of inclusion.
“Braden’s work so beautifully illustrates the inclusiveness and equality that we embrace,” said Kristine Friend, senior director, segment marketing. “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.”
#LoveTravels images 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.
“To help tell Marriott’s #LoveTravels story, I produced an aesthetic for Jason, Geena and our other models that is relatable, authentic and shows them at ease with who they are and comfortable expressing their love,” said Braden Summers. “It will also be a first for me to display my work as dramatically as building wraps on five major hotels in the nation’s capital."
To coincide with the Capital Pride Celebration, the hotel building wraps were unveiled beginning on June 2 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.