Branded content is booming in the US across all business categories and all media channels. While, nearly every company is partaking in content initiatives via social and digital channels, it's tough to break through the clutter and really resonate. The content has to be really well done and contextually relevant (to your audience or to current trend) or there has to be a sizable media campaign driving awareness of, and traffic to the content initiative.

While few government imposed regulations exist barring branded content, the barriers of entry on the television side usually center around budget. Most networks, both broadcast and cable, require six-seven figure media buys on the network to integrate branding into an already established show or an original series. There are creative ways around this where the brand is truly adding value to the production or the storyline, but more often than not television will require a large buy-in.

Film works a bit differently, where integration opportunities often come down to the director's preference, though pledging an extensive promotional budget with the studio can greatly increase the exposure in content. Otherwise, the brand itself will have to raise enough money to produce and distribute the content.

This campaign is groundbreaking because each element works to promote another. The integrated campaign channels include:

- Renaissance social

- Artist's social

- Media on axs.com and AXS TV

- Billboards at Best Buy Theatre and LA Live

- On property, via the events themselves, as well as promotional collateral, i.e. The Navigator Magazine and in room TVs

Guests are also drawn to content through PR - with placements in a variety of outlets including The New York Observer, The New York Times, Travel + Leisure, Maxim, The New York Post, Passport, AM New York, TravelPulse.com, Skift.com, Hotelsmag.com, Hospitalitytimes.com etc.

The Navigator Live has raised awareness not just of the hotel brand, but of what Renaissance stands for - defying conventions of business travel everyday for the lifestyle-oriented business traveler.

Quantifying statistics to prove success:

400 MILLION+ TOTAL IMPRESSIONS ANNUALLY

+118% SOCIAL REACH

+18% SOCIAL ENGAGEMENT

+49% SITE VISITS

+83% PAGE VIEWS

The Navigator Magazine appears in over 30k hotel rooms, with a circulation of ~960 000.

PR accounted for a total of 175.9 Media impressions in 2014

An estimated 7.56MM+ guests are reached across a year with in-room television, promotional collateral, magazine, digital conten and on-site events.