Skift Take

Why Marriott is targeting the people who matter the least when choosing a hotel is interesting, but we're sure the campaign ticked off the right points on the marketing team's checklist.

Marriott Australia is putting a social media campaign in the hands of six teenage girls.

The hotel group’s social concierge campaign #ThisCityMyWay launched in September to show millennials secret spots and activities throughout Sydney, Melbourne, Brisbane, and the Gold Coast.

The six team members responsible for updating content are between 14 and 19 years old. The girls tweet, Instagram, and share stories about the four destinations.

Each city has its own page on the campaign’s website. Each page features a curated mix of Facebook, Instagram, and Twitter posts about locals activities and events. The posts come from locals, visitors, tourists boards, and businesses.

The campaign is also crowdsourcing activity ideas from teens throughout their respective regions. Local teens can tag Instagram photos with the hashtag #thiscitymyway for the chance to win a free night at a Marriott hotel. Guests can also ask the team questions directly via messaging platform Kik.

Below are some of the Instagram photos highlighted on each destinations page:

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Tags: marriott, social media

Photo credit: This photo of an ice cream truck at Bondi Beach was featured on ThisCityMyWay city pages. donnavercoe / Instagram