Marriott International today opened its real-time marketing and brand newsroom “command center” in Hong Kong. M Live Asia Pacific will track conversations, trends, global performance, marketing campaign performance, and brand reputation on social media, while also creating original content.
The command center will employ full-time staff members to monitor data, engage with customers, and create content as relevant social conversations trend. M Live has also created a calendar of topics, such as the Chinese New Year, the Seoul Marathon, the Rugby Sevens in Hong Kong, and the India Premier Cricket League.
M Live Asia Pacific is the first M Live location to come on board outside the U.S. M Live Europe, Middle East and Africa, and Caribbean and Latin America are scheduled to launch in 2016.
“The changing consumer is at the center of everything we do at Marriott,” said Anka Twum-Baah, vice president of customer loyalty and content, Asia Pacific at Marriott. “M Live is another example of how we are putting our marketing in the context of next generation travelers’ lives that is immediate, relevant and authentic. With the opening of the Hong Kong M Live studio and the building out of a network, M Live will help make our new approach to marketing become truly global.”