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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.

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.

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Tags: magazines, marriott

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