Hotel Stories & Experiences

We led the creation of The Luxury Collection’s global Hotel Stories & Experiences campaign, building it from the ground up as a social-first content strategy to evolve the brand from a “collection of properties” to a “collection of stories.” Partnering closely with Marriott’s in-house team, we developed the campaign architecture, content franchises, and guidelines that could scale from hero films to always-on storytelling across TikTok, Meta, and YouTube.

The work paired cinematic micro-stories with rich local culture, spotlighting each property’s heritage, rituals, and sense of place through guests, locals, and staff. Our sequencing framework guided audiences from thumb-stopping intrigue to deeper inspiration and, ultimately, consideration, while toolkits enabled markets to localize without losing the global narrative. The result was higher engagement and time-watched across channels, and a refreshed perception of The Luxury Collection as the storyteller of the world’s most extraordinary hotels.