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.