Skift Take

The LGBT community is one of the fastest growing demographics targeted by hotel brands making this campaign less of a marketing luxury and more a necessity in today's competitive atmosphere.

Marriott International is launching a beautifully produced ad campaign targeting LGBT travelers, the first large-scale campaign of its kind for the global hotel group.

The campaign features photography and video that captures same-sex couple and transgender individuals at various Marriott properties.

The campaign, which launches today, aims at branding Marriott as a safe haven for every kind of traveler. The images, which feature NBA player Jason Collins and transgender model Geena Rocero among others, will be shared on social media as well as become large building wraps on six D.C. hotels.

“We see #LoveTravels as a universal, multicultural theme that appeals to communities throughout the world, resonating with consumers around the globe and especially with Millennials and next generation travelers who value inclusiveness,” Karin Timpone, Marriott’s global marketing officer says in a statement.

Although Marriott doesn’t point it out in any of the campaign’s photo or video assets, the hotel group has a website that features destinations and wedding information for LGBT travelers. It’s decision to make the campaign purely about aesthetics suggests branding is the primary objective.

The photographer of #LoveTravels campaign, Braden Summers was discovered through his personal campaign on Kickstarter titled, “All Love Is Equal.”

The campaign’s release coincides with Pride events in WashingtonSan Francisco and New York City.

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Tags: lgbt, marketing, marriott

Photo credit: Marriott launches a LGBT campaign with the hashtag #LoveTravels. Marriott International

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