00:00I'll start with our brand. I think coming out of the pandemic, we had to decide how we're going to
00:04reintroduce ourselves to the world. And we are a brand that was built in culture. Our founder said
00:08it was our job to fill the earth with a light and warmth of hospitality. Not a tall order,
00:13a bit of a tall order rather. We're not in a lodging business. We're not in the hotel space.
00:17We're in the hospitality space. And so we looked around at the consumer landscape and all the
00:21travel companies looked the same in the marketing world. They were all telling the same story over
00:25and over again. Empty white beach, eat, pray, love, goji berries, dog yoga. Nobody travels like
00:31that. And we were missing from the storyline. And so we put ourselves back in talking about the stay
00:35we deliver. So for us, everything started with grounding ourselves in our brand purpose, our
00:39story, why consumers need us in the world. And then we were able to partner with folks like Karen and
00:44the team at NBC to help us reach customers in a relevant modern way. I really did want you to start
00:49because really how we think about our business and brand storytelling starts with the marketer.
00:55Right. And it starts with the audience. So, you know, traditionally marketers would come
01:01to NBCU and we would really start and think about content and IP originally. Right. And we would
01:06tell stories. And at NBC, we can talk about everything from Olympics to Love Island. And that's, you
01:13know, fun, but the landscape has changed. And as Mark and Hilton is, are trying to connect with
01:21consumers on so many different levels. We've got to change the way that we think about brand
01:25storytelling. And we have to think about it in a way of how do we tap into the content
01:30and the IP across the organization. So yes, it's through the traditional channels, but then
01:36it's also how do we think about storytelling at the parks? How do we think about storytelling
01:41through some of the fantastic theatrical IP and even bringing in Comcast business? So it's really
01:49evolved. And our job is to make sure that we deliver the right assets, right, to the right
01:55customer and extract the value that makes the most sense for you. And I think just on that point,
02:01you know, the way we go to market is through fandom. We find passionate communities of people
02:05who like something. And I just can't think of better examples than we're at BravoCon and bringing
02:09that to life or what we're going to do with Wicked. We've done with Wicked and what we might do with
02:12the second film. And so I think those passion points become the entree in to tell the story you
02:17want to tell.
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