New York Times content marketing focus in London – Content24

Welcome to Content24. Why is this different? Because it’s a digest of the stories that have made an impact over the past 24 hours, and not just a platform for recycled content marketing. Today we’re looking at content marketing from The New York Times, Marriott and Nestlé.

New York Times launches content marketing in London

The New York Times has been content marketing via its T Brand Studios offshoot, which recently produced a campaign for the Netflix series Orange is the New Black, among other work. And now the company is launching an international office in London.

“We see huge interest in Europe, but in Asia we could move in as the trendsetter because native advertising hasn’t really picked up there yet, despite there being an appetite for it. We’d like to be an industry leader in Asia,” says T Brand director Kaylee King-Balentine.

Clearly T Brand is looking beyond Europe, but the UK appears to be its first stop in terms of bringing in business.

However, some believe the agency could struggle to gain traction in the UK, where there is already a large number of content marketing agencies and strength in depth in terms of journalism.

We outlined this problem in an earlier piece, when Contently made an “exploratory” visit to the UK.

Marriott extends film output with Business Unusual

Renaissance Hotels and Marriott’s Content Studio have teamed up to produce an original short film featuring the Renaissance Chicago Downtown hotel. According to Marriott, Business Unusual – its third short film – will have a limited theatrical release and also be available to view online.

“Brands must stop interrupting what consumers are interested in and become what they are interested in, and short films driven by storytelling versus advertising are just one of the many ways we are engaging with next-generation travellers,” says David Beebe, Marriott International’s vice president, global creative and content marketing.

Good point.

Nestlé releases TV series

While we’re on the subject of brands creating their own programming, Nestlé has produced a TV series for YouTube. Called Bake My Day, it largely consists of recipes and is fronted by YouTube star Ashley Adams, who co-hosts YouTube cooking show Feast of Fiction.