Martist Services Pvt. Ltd. has launched ‘Martist Creative Trails’, a new initiative aimed at developing creative campaigns for the hospitality and travel sector by drawing inspiration from destinations and their distinct identities.
Built around the idea that every place has a story and every creative interprets it differently, the initiative will bring hospitality brands and destinations together with selected creative practitioners to shape campaign narratives, visual language and content.
Under the Creative Trails framework, a creative practitioner experiences a hotel and its surrounding destination before interpreting the experience through their chosen medium. The resulting work informs the campaign’s creative direction, with collaborators positioned as creative contributors rather than influencers or brand endorsers.
Depending on the destination and brief, the initiative may involve artists, photographers, filmmakers, writers, designers, craft practitioners, musicians, chefs and other creative professionals.
Campaign outputs could include social media content, films, photography, illustrations, editorial storytelling, original artworks, creative maps and select on-property experiences. Martist will oversee the collaborations and campaign architecture.
Commenting on the launch, Madhulika Joshi, CEO and chief creative officer, Martist Services Pvt. Ltd., said the initiative aims to move hospitality communication beyond a property’s offerings and use the place itself as inspiration for creative storytelling.
The framework is structured around four elements: Place, Creative Voice, Story and Experience, with each edition tailored to the destination’s character.
Following the launch, Martist is exploring pilot collaborations with hospitality and destination-led brands while building a curated network of artists and creative practitioners across India.
