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Storytelling for Tumultuous Times

Annie Granatstein  (VP, Content Marketing, Marriott International)

Location: Room 1

Date: Thursday, September 15

Time: 1:00 pm - 1:30 pm

Pass Type: Main Conference Plus, Main Conference, All-Access Pass, Virtual Pass

Track : Content Creation & Development

Session Type: Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

It has been a uniquely volatile past couple of years, and consumer sentiment has been on a roller coaster. In this environment, how do you craft stories that will hit the right note, engaging your audiences in the right way, right now? Through the lens of Marriott’s recent Power of Travel content campaign, this presentation will examine the growing importance of deeply understanding your audiences and crafting emotional stories that appeal to their evolving values.

Takeaway

  • Be bold: Especially in tumultuous times, brands must take bold stances on relevant culture issues to connect with their audiences
  • Give voice: Empowering underrepresented storytellers helps brands communicate shared values
  • Get current: When working with media partners, using their recent trend data to inform content topics will ensure that the content resonates with their audience



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