As an alternative to producing ordinary travel commercials as a means of promoting itself, JW Marriott is venturing into new territory with a new YouTube web series called 'Open Invitation.'
Open Invitation is hosted by Bill Rancic, who travels the world with his wife Giuliana Rancic, exploring the cities, the culture, the food and the people that bring each and every unique destination to life. In the first Open Invitation, Rancic provides an inside look at Venice, Italy in a 23-minute video.
As far as the potential appeal that this new travel series will have, Rancic notes: "Seasoned travelers can learn things they didn't know about cities they've been to many times and beginning travelers can see stuff they'll want to experience on their first trip."
Key Themes Behind This Trend
- Alternative Travel Promotion
- JW Marriott's 'Open Invitation' series showcases a unique approach to promoting travel, opening up opportunities for alternative travel promotion methods.
- Travel Exploration
- The 'Open Invitation' series promotes exploration and discovery, paving the way for increased interest in experiential travel opportunities.
- Long-form Travel Content
- The production of long-form travel content, such as JW Marriott's 'Open Invitation' series, presents the opportunity for brands to create immersive and captivating content to engage viewers.
Where This Applies
- Hospitality
- JW Marriott's 'Open Invitation' series highlights the hospitality industry's potential for innovative marketing strategies to attract customers.
- Travel and Tourism
- Travel and tourism companies can benefit from producing engaging and inspiring travel content like JW Marriott's 'Open Invitation' series to appeal to travelers seeking adventure and unique experiences.
- Video Production
- JW Marriott's 'Open Invitation' series demonstrates the potential for video production companies to create immersive and captivating long-form content for brands looking to connect with audiences in a new way.
