MIPTV: Marriott International Named Brand of the Year

The nod comes on the heels of the hotel chain's announcements of content deals with 'Ghost Whisperer' producers and YouTube and Snapchat stars.

MIPTV will be showing a bit of hospitality to Marriott International, welcoming the hotel brand as its brand of the year.

The honor recognizes Marriott's global content studio, which has developed innovative programming in video marketing and original branded entertainment for the hotel chain, working with traditional and digital media production partners.

Marriott International Global Content Studio vp David Beebe will give a keynote presentation during the conference, featuring some of the on-air personalities from a slew of recently announced talent partnerships with Hollywood producers and digital stars from YouTube and Snapchat.

"This kind of collaboration with both traditional and emerging online media represents a new step forward in programming, with candid and spontaneous use of platforms like Snapchat in a serial form, capturing users' attention in fresh ways," said conference organizer and Reed MIDEM television head Laurine Garaude. "It is very exciting to see a premium travel brand like Marriott embracing 21st century global interconnection of media in this way."

The company has recently announced the production of the short film Two Bellmen, directed by Daniel "Malaka" Cabrera, centering on the JW Marriot at L.A. Live, starring Henry Simmons (Agents of SHIELD), Miles Brown (Black-ish) and Stephen Boss (Magic Mike XXL).

The hotel chain also recently announced development deals with YouTube stars Louis Cole, Taryn Southern, Sonia Gil, Vagabrothers and Jack Harries, as well as Snapchat influencers Shaun McBride and Brittany Furlan, for original short-form series content.

In more traditional media, Marriott is also developing a series with Ghost Whisperer and Profiler producers Ian Sander and Kim Moses.

Added Beebe: "These deals expand both the depth of our content play as well as its breadth, by reaching into a new content area where few brands — and no other hospitality brands — have ventured before."

MIPTV runs Apr. 13-16 in Cannes.