Art and creativity are part of what makes the Le Meridien family of hotels stand apart. Our goal was to help them bring that story to life in a new way. We crafted a sponsored content program that paired Le Meridien with creative leaders in sound, design and curation. Each week a new profile was featured and then collected on a custom hub so readers could access the whole series. The program not only reinforced the brand’s association with creativity, but also promoted the live events in three key markets, held in front of packed audiences that included some people who had never been to that Le Meridien property before, even though it was in their home town. The hotels were then able to rebroadcast the series in rooms.