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A synchronicity between two brands is usually a precursor to such partnerships, but Marriott is reaching out to W Hotel- or even Airbnb-booking professionals by luring them to properties with the promise of panels and exhibitions.
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If you were to guess which magazine the staid Marriott chain would team up with for events, the edgy tech publication Wired likely would be low on your list.
That’s a key reason why Marriott Hotels & Resorts developed an unexpected partnership with Wired in a way that goes beyond full-page ads. Through the arrangement with the small-but-influential publication, Marriott hopes to make a statement that it is “relevant, modern and contemporary,” says Michael Dail, marketing vice president for the hotel chain.