Marriott is launching a new content initiative called Marriott Traveler to shift perceptions of the brand and drive commerce. The initiative will focus on creating engaging content about three cities to distribute across owned, paid, and earned channels. Content will be created by influencers, employees and partners and will take the form of articles, videos and infographics. Distribution will emphasize search, social media, and content discovery networks. Success will be measured by metrics like reach, engagement, search rankings, and room nights booked. Lessons learned emphasize the importance of clear ownership, planning, authentic content, and turning readers into brand advocates.