Starwood Hotels & Resorts Asia Pacific today launches ‘Momentum’, a new multi-channel digital magazine, created by an award-winning editorial team who were tired of always reading ‘top 10’ lists, and supported by a network of leading contributors across the Asia Pacific region. Going live today, the site features Sydney’s designer shopping highlights, Singapore’s indie scene, bioluminescent diving in the Maldives, the best running routes in Macau as well as interviews from renowned personalities.
“Travel is the heart and soul of Momentum – but we’re using it as a filter to explore something much bigger,” said Matt Potter, John Brown’s Chief Content Officer. “You won’t see tourist guides on Momentum. We’ll never tell you the ‘20 things you have to see in Sydney’ and we don’t care about the best beaches in the Maldives. But if you want to read about cultural currents, technological trends, and art, music and food features that are genuinely engaged with local scenes across Asia Pacific, Momentum is the place to turn.”
A comprehensive lifestyle platform, Momentum will feature the region’s cultural trends, food and drink, technology, art, business and fashion. The new site seeks engagement with a world and an audience that are way beyond that of the traditional travel market – reflecting Starwood’s position as the an industry innovator.
“Content drives marketing for our hotels, and we are ensuring that our content strategy is arousing the interest of our fastest growing markets,” said Irene Lin, Vice President, Distribution, Loyalty and Partnerships, Asia Pacific, Starwood Hotels & Resorts. “Sixty-two percent of consumers are now going online to ‘pass the time’ and through Momentum, we want to encourage our readers to go further into our key destinations in ways that take them way off the tourist trails.”
Encouraging two-way communications, Momentum encompasses social media channels, including Facebook, Twitter and Instagram, inviting readers to share local knowledge and gather insider tips intrinsic to the community ethos of the site. New articles will be added on a rolling basis with contributing writers renowned in their field of work.