How Ritz-Carlton's Ad Gamble Paid Off at the Cannes Awards
The Ritz-Carlton beat 181 other luxury brands to win advertising's top prize by doing something hotel marketers rarely attempt: ditching brief poolside glamour shots for a quirky four-minute movie.
The Ritz-Carlton's "Late Checkout" campaign took home a Gold Lion at the Cannes Lions International Festival of Creativity last week, chosen from 181 entries in the luxury category.
The ad cost less than $1 million to produce and distribute, yet it generated 50 million impressions and became the most-shared content across parent company Marriott International's portfolio last year.
The ad stars Josh Hutcherson as a hotel employee sharing the details of an elaborate day taking care of a guest. It feels like a Wes Anderson film.
Jamie Kerr, Ritz-Carlton's global brand and marketing leader, argued that the win at Cannes represented a broader win for the sector.
"It's a huge milestone for luxury hospitality," Kerr said, in a category usually dominated by luxury fashion, jewelry, and automotive."
https://www.youtube.com/watch?v=o4TLjk8yd0U Unlikely Creative Development Process
The Ritz-Carlton's win over brands like Prada, Tiffany, and Loewe, highlights the opportunities for luxury hotel brands willing to embrace creative risk.
The heritage hotel brand cold-called Lat
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Buzz Feed
31 minutes ago
- Buzz Feed
Celebs Who Are Actually Nice In Real Life
BuzzFeed Community members recently told us about their most memorable and heartfelt celebrity encounters, and the stories are so sweet, I need you to read them right now!! "I saw John Krasinski (who, no lie, has always been my dream boat celeb) at the Tate. This guy is so, so tall!! I embarrassingly chased him down to the Münch special exhibit ticket line and stood behind him awkwardly until he was about to be next. I tapped him on the shoulder and, even more embarrassingly, said, 'John?' LIKE I KNEW THE GUY! He turned around and acted unfazed, asked why we were there, and asked us where we were doing our art history grad school in London — as if he actually wanted to have a convo! He said, 'Oh, well, this is the place to be!' I asked him the same question, and he said, 'My wife is from here.' And I had the kahunas to say, 'Oh, Emily, of course!' LIKE I KNEW HER TOO! We took several pictures because he said, 'Do you like how you look?' Ha! I think I had that pic as my profile pic for years." "Paul McCartney. I met him at a press conference at the Ritz-Carlton in Chicago while working as a reporter. Afterward, he talked to us one by one. During our conversation, he pulled out a large piece of paper and drew a picture, dedicating it to my sister. How nice could this guy be? They say he's the Beatle with the most PR qualities, and they are probably right." "My husband met Rihanna years ago and said she was super nice. He was working as a ground handler at an airport and was setting up something on the ramp for her private plane. She came out, approached him, asked him about his job, and they chatted for a few minutes. Not sure if she was killing time until the gate opened, or if she went out of her way to talk to him for the heck of it, but he had nothing but nice things to say about her." "I met George Takei at my state's Comic-Con. My students read his graphic novel, They Called Us Enemy, in class. At the end of the unit, I had them write a letter to him. I chose a few of them and took them with me to Comicon. I had a cover letter with them to explain what we did. George signed my copy of his book, thanked me for being a teacher and teaching his book, and said that he and Brad would read the letters in the hotel that night. They both talked to me for a few minutes and were so kind. When I returned to school from break, there was a handwritten thank-you note from George in my mailbox! He and Brad are both class acts." "Jennifer Aniston is a sweetheart. She seemed very genuine and kind. I met her in a restaurant bathroom, of all places. We talked for so long, her friend had to come and find her." "I met Lorne Michaels when I worked at a 5-star restaurant. Everyone who worked with me knew I'd been a fan of SNL since I came out of the womb, so when I picked up the phone to make the reservation and spoke with his assistant, I told them I was Lorne's biggest fan. When he arrived with his wife and son (who went to a local boarding school), they were so kind, and he said, 'Oh, I heard you're my biggest fan, and that's amazing because I don't have fans — the cast always has fans!' I almost died. I gave them my favorite table, which they were thrilled with, and when he got up to leave, he left me an envelope with a pretty sweet bonus tip inside. I wasn't usually tipped for doing my work, so it wasn't necessary, but it was so thoughtful and appreciated. You'd never know he was famous or rich at all." "I've met Harry Styles several times; he is so nice and considerate. He actually put off going out with his team just to sit and talk to my 15-year-old daughter and me. I'm sure he was exhausted, but he seemed to enjoy relaxing and chatting with us. My daughter will most likely live on that memory for years to come!" "I met Matthew Gray Gubler after he did a talk years ago at my college! Only the first 100 people who got tickets were supposed to be able to do a meet and greet. He said 'rules were made to be broken' and that he would stay and meet with everyone until they kicked him out. Not only was he incredibly sweet to me (literally introduced humble and posed for a goofy pic), but he seemed so genuinely kind to everyone there. Just amazing energy all around." "Carol Burnett. I was returning from Indonesia and had a layover in San Francisco, where I saw Carol Burnett. I would not have bothered her, except I had her biography in my purse. When I approached her, she was so excited that I was reading her book. We talked until our planes called to board them. She even signed the book. What a lovely lady." "Not long before Stan Lee died, I met him at his final East Coast appearance. My son had made a Spider-Man comic book for him. He was thrilled! He read it aloud, laughed joyfully at the ending (Doc Oc forgot to put batteries in his machine), and made me promise to encourage my son and his gift. I did, and he hugged me. He was so kind! I cried when he died. I think of him often and like to think he's with his beloved wife now." "Will Ferrell is awesome. He almost doesn't seem to recognize that he's one of the most famous movie stars in the world. He makes incredible eye contact with strangers and will sit and talk to anyone. You can just tell when a person is full of themselves and when they are not, and he is not." "A friend and I visited my boyfriend while he was doing security at a jazz festival in Malibu. He told us Adam Sandler and his family had been there all day, and tons of people took pictures with him. We ran back to the car to grab the digital camera, looked up, and saw Adam, his pregnant wife Jackie, and their toddler leaving. We went up to them. Adam was clearly done for the day, but his wife said, 'Honey, let me hold [toddler's name] and you can take a picture.' We handed him the camera and he took a selfie with us. Still have that picture on my fridge. Love the Sandman!" "Stellan Skarsgard. I met Stellan on a flight from Washington, D.C., to Stockholm, Sweden. He was such a kind, lovely man, and even after a long, tiring flight, he walked with me down to the luggage claim and collected and carried his own bags. We talked about his kids and what movies and projects his sons were currently doing. He was just amazing and completely normal. I've always admired his work, and now I'm even more impressed with him as a person. I watch anything he's cast in, as well as his sons; they definitely inherited his talent." "Clint Eastwood. He was friends with the dad of one of my friends, and we were at my friend's dad's cabin in northern California to party. We were surprised when his dad showed up, and we had to hide the party evidence (his dad was a DA). We did not expect his dad to be there…but Clint was with him, and he played frisbee in a meadow with us. We sort of pretended we did not recognize him. I think he had fun being normal for a bit. Nice person." "I can only speak from my perspective, but Tom Hardy was cool to work with. I know select people, including Charlize Theron, have criticized him. But context is also important. It's easier to see how somebody could be grumpier working in the deserts of South Africa for weeks on Mad Max, which had to be an incredibly challenging shoot, than in urban Atlanta while shooting the first Venom. But whenever he walked by me and my crew, he would light up, call us 'buddy,' give us bro hugs, and sometimes stop and chat. He did this pretty much from the first time we met him, and he never stopped." "In the spring of 1981, I was 15 years old, a sophomore in high school, and working a part-time job at a small grocery store in a tiny Texas town. One of our regular customers came in and mentioned that Farrah Fawcett was outside waiting in a car. Turns out she and others were taking a break from filming the movie Murder in Texas at a ranch just up the road. As a 15-year-old boy and a huge fan of hers, I asked my boss if I could go meet her and get her autograph. I quickly asked my coworkers if they wanted to go, too. All declined. So I went alone, found the car with her sitting in the backseat, and approached her. She rolled her window down and said hello. She was gorgeous." "Ron Howard. I went to a golf prep school in South Carolina, where his son, Reed, also attended in a younger grade. He and his wife attended a tournament we were playing in Absecon, NJ. The van we rented that drove us to the airport was full, and I nervously asked him if he would drive me back with his son. It was only a 10-minute drive to the airport, but the three of them were super down to earth, and it became apparent that they were salt of the earth, humble people — also evidenced by the modest station wagon he was driving. Awesome experience and a very nice family!" "I got to meet Tom Kenny at a convention in November. He is just as darling in person as you would expect! I did a photo op with him, and I could hear him chatting with people as they went up to take their pictures. I got up and took my picture, but was so nervous I had nothing to say. I had dressed as Sara Bellum from Power Puff Girls since he voiced the mayor in the show, and as I was walking away, he called out, 'I love a scarlet lady!' I immediately let out a big giggle and skittered away. Such a gem!" "Joey Fatone. I met him at a convention, and he was so genuine and took the time to talk with everyone; it was more than just a photo op. He gave everyone a hug or a handshake and made you feel like you were talking to a friend, not a member of a superstar boy band." "I met Martin Sheen after a speaking engagement he had. He was so friendly that he even serenaded me with the song 'Cecilia' after he learned my name." "Dan Aykroyd was beyond nice! When I was in college, a friend of mine was interning at SNL and managed to sneak my friends and me after-party tickets. At the time, the cast included people like Jimmy Fallon, Will Ferrell, Tina Fey, and many others. We went to the after-party at a little restaurant/bar in Little Italy in downtown Manhattan. My friends and I were on a back patio sitting down, and out walks Dan Aykroyd and his brother. We were sitting there with our jaws on the floor. He immediately introduced himself and started asking us questions — who we were, what college we were attending, what we were studying — and even gave us great life advice. He sat and talked to all of us for about 30 minutes before we went back into the restaurant area, then held the door for us. Super down-to-earth! Not sure if he will ever read this, but if so, thank you, Dan, for being so nice to a star-struck college kid!" "I met Joe Pesci in a bar in NYC in 2003. He was with several security guards who were trying to keep people away from him, but a friend and I waved at him, and he came over and talked to us. We chatted for several minutes. He was extremely kind and funny!" "I used to be a lift-op at Aspen Buttermilk ski area. Goldie Hawn and Kurt Russell would frequent our lift with their little kids, one of whom was Kate Hudson, who was probably 6 years old. They were the nicest folks and would always chat with us (unlike most other celebrities). Kurt is such a laid-back and down-home dude. Kudos." "One that might be surprising is Colin Hanks. It would be easy to assume he's some privileged nepo baby who has no comprehension of reality. But he is actually quite down-to-earth. We worked on a show called The Good Guys back in 2010, and we would speak to each other daily as if we were friends, telling jokes and talking about our days. He has a great sense of humor and seems pretty humble, considering his upbringing as the son of the biggest movie star of a generation. A few years later, I got to work on Bridges of Spies with his dad, and while I didn't have as many meaningful conversations with him, he also seemed very personable and approachable. It explained a lot about why Colin was the way he was." "One really awesome guy is Keith David. I worked with him on a TV show when my first daughter, Lottie, was born. He latched onto it and was delighted to talk to me about my first days of fatherhood. He even let me show him pictures of her on my phone. He remembered her name and would come in and very excitedly ask, 'How's my little Lottie?' He would genuinely listen to what I had to say, smiling and actively participating in the conversation. He would also affirm that I was experiencing some of my life's most challenging yet fulfilling moments. He also read a crew member's script, and one day, people brought posters from Platoon and The Thing, and he was happy to sign them." And: "I worked in the film industry for over 20 years. I've met a lot of celebrities through the years. More of them know how to behave with decorum than don't (at least in small interactions), and I've met many very famous and tactful celebrities. The absolute nicest, though, was Lacey Chabert. I worked on a small movie with her in Dallas, and she was always professional, even-tempered, friendly, and down-to-earth. She went to the wrap party stag and sat at a table beside my wife and me. We started a conversation and talked for a very long time about nothing at all until she had to be pulled away to do something. It was such a personable conversation that it felt like we were sitting with an old friend." Who's the nicest celebrity you've ever had the pleasure of meeting? What was your interaction like? Tell us in the comments or share anonymously using this form. Note: Submissions have been edited for length and/or clarity.
USA Today
40 minutes ago
- USA Today
These 10 dreamy Caribbean resorts make family travel feel effortless
As a mom who's traveled frequently since my now-teenage daughter was a baby, I know there are lots of extra touches to look for at resorts so that everyone in the family feels like they're truly on vacation. Sometimes, all you can afford for vacation is a quick getaway, but when you have the time and money for something truly special, nothing beats a luxury Caribbean resort for a never-fail family vacation everyone can enjoy. These resorts might offer generous rooms to spread out, pools that are fun for the kids, restaurants to please every palate, or kids' clubs where young travelers want to spend time. And at the best luxury resorts in the Caribbean, you don't have to pick one quality over any other. Combining their appealing amenities and luxe lodging with beautiful beaches and tropical settings is a recipe for a dream getaway. WATER WORLDS: Who doesn't love a lazy river? These 14 family resorts have the best ones in the US (Updated for 2025) 1. The Ritz-Carlton, Grand Cayman - George Town, Grand Cayman Best sure-thing luxury Caribbean resort Caribbean resorts don't come any more luxe than The Ritz-Carlton, Grand Cayman. Start with its setting on the famous Seven Mile Beach on Grand Cayman, the largest of the Cayman Islands. Then consider its elegant guest rooms and suites done up in coastal modern-meets-British Caribbean style. A long list of amenities and activities at the property includes basketball, tennis, and pickleball courts; kayaks, standup paddleboards, water hammocks, and other beach gear; a Greg Norman-designed nine-hole golf course; and a newly enhanced indoor-outdoor fitness center. AFFORDABLE LUXURY: Kids stay free at these 11 family-friendly all-inclusive resorts If you're vacationing with toddlers, the little ones might be most impressed by Starfish Cay, with its zero-entry pool and waterslides. Adults will appreciate the on-site spa and Blue by Eric Ripert, the Caribbean's only Forbes Five Star restaurant. And everyone in the family can learn about the natural beauty and cultural traditions of the Cayman Islands through the activities offered by Jean-Michel Cousteau's Ambassadors of the Environment program. 2. Fairmont Mayakoba - Playa del Carmen, Mexico Best Caribbean luxury resort in Mexico A recent top-to-bottom renovation has made Fairmont Mayakoba an even more appealing destination for a luxe family escape. This Riviera Maya resort takes cues from its tropical forest setting, with 401 rooms and suites done up in soothing nature-inspired hues and wood tones, some of which overlook the resort's canals or stretch of Caribbean beachfront. Complimentary bicycles, on-property transportation, a bird-watching boat tour, and various water sports and beach activities are included in the resort fee, and you can also opt for an all-inclusive dining package. The Maykana Beach Club offers a stunning setting for enjoying the resort's waterfront, with multiple food and beverage options and an infinity pool surrounded by lounge chairs and cabanas. There are additional pools set right on the sand, and a kids club by the beach gives grownups an opportunity to sneak off for a cocktail. A second kids club is located by the resort's sprawling pool area, where there's a waterslide for young guests and plenty of room for relaxation if that's more your speed. The restaurants throughout this luxury resort look ripped out of the pages of a design magazine, but the kids will still find plenty to munch on, especially at La Laguna's impressive breakfast buffet. 3. Zemi Beach House - Shoal Bay, Anguilla Best boutique luxury resort Get away from it all by booking a beachfront guest room or suite at this 77-room boutique hotel set on six acres on the island of Anguilla. Both the grownups and the kids will enjoy a stay at Zemi Beach House, where amenities include an infinity pool with an aquarium window, tennis courts, a spa, and a beach concierge who can help everyone explore the water with complimentary snorkeling gear or by paddling a kayak. SAIL IN STYLE: 7 best all-inclusive cruise lines in the world The hotel's island-inspired kids club is open daily and offers fun activities for kids ages four to 12, like cooking lessons, arts and crafts sessions, and "mermaid" and "merboy" swimming experiences. The kids club also hosts movie nights once or twice a week, which means the adults can enjoy a night out at the hotel's hip Bohio Bar and Sushi Lounge or a cocktail at the Rhum Room, which features a collection of 140 small-batch, single-estate rums. 4. Scrub Island Resort, Spa, and Marina - Scrub Island, British Virgin Islands An unforgettable private island escape If you're a fan of the outdoors but aren't a fan of roughing it, head to Scrub Island Resort, Spa, and Marina in the British Virgin Islands. Start by booking one of the resort's luxury villas, which offer full kitchens, private pools, and views that provide the perfect backdrop for morning coffee or an afternoon cocktail. TAKE YOUR PICK: 12 amazing all-inclusive family resorts for every age and interest At Donovan's Beach, the family can get out on the water for some kayaking, standup paddleboarding, and snorkeling. A short walk takes you to the quieter North Beach, a 1,000-foot stretch of sand ideal for relaxing with a good book or taking a dip in the Caribbean or beachside pool. The lagoon-style, multi-tiered Pavilion Pool offers fun for all ages with a waterslide, waterfalls, and swim-up bars, and you can also take the ferry over to Marina Cay for efoiling and other water sports or a fun waterfront meal. The resort can also help arrange tours and activities like sailing lessons, snorkeling tours, and day trips to nearby islands. 5. Atlantis - Paradise Island, The Bahamas Best resort for families who like nonstop action Atlantis has firmly established itself as one of the Caribbean's iconic resorts, drawing families, couples, and other travelers to its sprawling, jaw-dropping property on Paradise Island off the coast of Nassau. It's a luxury Caribbean resort where options abound, with more than 40 food and beverage spots (including the new Cocodrilo, the resort's first Mexican restaurant), 14 pools, five miles of beach, and five different lodging choices. The Coral was designed with families in mind, with beachy-chic guest rooms and suites and a location close to all the kid-friendly fun, while the villas at Harborside provide more space for larger families to spread out. CARIBBEAN DREAM: 10 great all-inclusive family resorts in the Caribbean Kids and teens will be huge fans of Aquaventure, a 141-acre playground of waterslides and a river ride, and Dolphin Cay, where guests can learn about and interact with dolphins and other marine life in a variety of ways. Atlantis keeps rolling out new and refreshed experiences, too, like the first resort location of Shake Shack, a scavenger hunt that takes players to 12 different spots around the resort, and a new mini-golf course and sports bar. 6. Sugar Beach, A Viceroy Resort - Soufrière, St. Lucia A luxury Caribbean resort for families who just want to chill out Located on the southwestern part of St. Lucia, Sugar Beach, A Viceroy Resort sits on more than 100 acres of tropical forest and boasts a white-sand beach leading into the Caribbean Sea. Book a villa, beachfront bungalow, or one of the residences on the property (like the new Spice of Life ultra-lavish nine-bedroom villa residence), and the whole family will enjoy butler and turndown service, plunge pools, and private patios. Embrace your athletic side on the tennis courts, beach volleyball court, or during scheduled fitness classes, or hit the beach for some windsurfing, kayaking, or snorkeling. Kids ages four to 12 can head to the V Team Kids Club for nature walks, arts and crafts projects, sandcastle building, and other fun (and supervised) activities, while the Spice Club Program for tweens and teens offers activities like kayaking, paddleboarding, table tennis, video games, and billiard tournaments. Babysitting services are also available (at an additional charge), so parents can make some time to try a cocktail at The Cane Bar or book a massage in one of the treehouse-style gazebos at The Rainforest Spa. 7. Le Barthélemy Hotel & Spa - Gustavia, Saint-Barthélemy, French West Indies Best celebrity-style luxury resort in the Caribbean St. Barts isn't just for celebrities, models, and other movers and shakers. Families can enjoy a luxurious escape at Le Barthélemy Hotel & Spa, a Parisian-chic boutique property set along the island's scenic Grand Cul de Sac. The kids can start the day at Le Barth's Amis St. Barth breakfast buffet, offering juice, cereals, and breakfast cookies. Once the family is sufficiently fueled, it's time for some kayaking, snorkeling, swimming, or sandcastle building at the hotel's gorgeous stretch of beach. An infinity pool overlooks the shore, providing another spot for cooling off or lounging with a great beach read. GO SOUTH: Tropical beaches? Good drinks? Kids clubs? These all-inclusive Mexican resorts have it all The whole family can indulge in some self-care, since children ages eight and up can enjoy age-appropriate treatments like gentle massages and facials at Le Spa at Le Barthélemy. Parents and kids can also book duo treatments for some memorable together time. The hotel's Haute Couture Concierge helps guests book activities and car rentals for exploring the island, and babysitting services can be arranged so the grownups can enjoy drinks at Seven Stars Bar. And when it's time to wind down, guest rooms and suites offer tranquil, tastefully decorated spaces for relaxing and taking in ocean or garden views. 8. Carlisle Bay - Saint Mary Parish, Antigua A top luxury resort for soaking in the Caribbean scenery The elegant yet still family-friendly Carlisle Bay on Antigua incorporates its bayfront-meets-rainforest setting into every element of its design and amenities. Think tennis courts surrounded by lush tropical vegetation, an open-air yoga pavilion, restaurants with views of the Caribbean Sea, and suites with balconies or covered terraces with day beds for lounging amid all that natural beauty. And a refurbishment underway will only make that all even better. NO PASSPORT NEEDED: 15 best all-inclusive resorts in the U.S. for families Carlisle Bay's kids club offers age-appropriate organized activities throughout the day for two- and three-year-olds, four- to seven-year-olds, and eight- to 12-year-olds. The kiddos might embark on a nature or beach walk, craft with clay and beads, or mix up some mocktails. The whole family can take advantage of complimentary kayaks, standup paddleboards, snorkeling equipment, and other non-motorized water sports or head out to explore the island on a horseback riding or zip line tour (for an additional fee). You can opt for an all-inclusive or bed-and-breakfast package, and children up to 12 years old eat and stay free. 9. Rosewood Little Dix Bay - Virgin Gorda, British Virgin Islands Best luxury Caribbean resort for families traveling with babies Private sailing lessons. Instructor-guided snorkeling safaris. Island scavenger hunts. Private tennis lessons. Those are just a few of the ways your family can spend its vacation time at Rosewood Little Dix Bay, a refined but still relaxed luxury resort set on 500 acres of Caribbean beachfront property on Virgin Gorda. Guest rooms and suites blending Caribbean style with mid-century-modern design all overlook the ocean. CLOSE TO HOME: 25 best family resorts and hotels in the U.S. The resort provides a range of amenities for tiny travelers, including cribs, highchairs, baby bathtubs, and even diaper pails. Guests can enjoy butler service, complimentary bikes, and chauffeured golf cart transportation around the resort, which can bring you to the beach for some kayaking, the Pavilion Pool for some swimming, or the spa for an island-inspired treatment. A kids program called Rosewood Explorers is the place to be for school-aged kids; immersive activities include Caribbean folk arts and crafts, cooking classes incorporating ingredients grown at the resort's sustainable garden, and trips down to the water to learn about local marine life. 10. Salterra, a Luxury Collection Resort & Spa - South Caicos, Turks and Caicos Best new luxury Caribbean resort Opened in March 2025, Salterra, a Luxury Collection Resort & Spa, sits in a prime spot on Turks and Caicos' less-trafficked South Caicos island. The resort's 100 guest rooms and suites take cues from the natural setting, incorporating regionally sourced materials like native wood and coral stone and featuring floor-to-ceiling windows and spacious balconies for taking in the views. And the resort's use of renewable energy sources, an industrial composting system, and other sustainability measures help protect its scenic location. TURQUOISE WATERS: The 10 most beautiful Caribbean beaches (and where to stay near each) Families can enjoy beach, pool, and spa time at the resort or get out on the water for some kayaking, snorkeling, and bone fishing. A complimentary kids club leads fun educational activities for young guests ages four to 12. The resort also offers a Salt Discovery Experience, where guests can learn about the island's salt trade heritage while also observing local wildlife, and coral reef restoration workshops in partnership with the South Caicos Coral Reef Consortium, where visitors can help leave the destination even better than they found it. New direct flights from American Airlines flying from Miami to South Caicos every Wednesday and Saturday make it easy to get to the property. For a family vacation splurge, these luxury Caribbean resorts have all the ingredients of a dream getaway originally appeared on More from FamilyVacationist: The views and opinions expressed in this column are the author's and do not necessarily reflect those of USA TODAY. and are owned and operated by Vacationist Media LLC. Using the FamilyVacationist travel recommendation methodology, we review and select family vacation ideas, family vacation spots, all-inclusive family resorts, and classic family vacations for all ages. TourScoop covers guided group tours and tour operators, tour operator reviews, tour itinerary reviews and travel gear recommendations. If you buy an item through a link in our content, we may earn a commission.
Axios
12 hours ago
- Axios
Axios Event: Media execs are betting big on women's sports
CANNES, France – Media executives are focusing investments into the fast-growing market of women's sports, they said at an Axios event at the Cannes Lions International Festival of Creativity. Why it matters: Women's sports is booming in viewership, engagement and fandoms as more women's teams are launching and business executives are noticing the growth opportunities. Axios' Sara Fischer spoke with Roku Media president Charlie Collier, NBCUniversal global advertising and partnerships chairman Mark Marshall, NBC Sports host and play-by-play announcer Mike Tirico and Tubi CEO Anjali Sud at the June 18 event, sponsored by Nielsen. What they're saying: Roku Media and Tubi see opportunities in investing and promoting women's sports. "We have all sorts of women's sports and we have a women's sport zone and we've invested in women's volleyball and we've invested in women's soccer," Collier said. "Platforms like iON that had the [WNBA player] Caitlin Clark games as part of their package before Caitlin Clark blew up, we absolutely made sure that we got our viewers to those games on iON. It wasn't our rights, but it was absolutely our right to elevate that pop-cultural moment," he added. "For women in sports in particular, there's just a need here. There's a vacuum that I think we have an opportunity to fill," Sud said. Sud also mentioned that Gen Z audiences care about the stories behind the athletes as well as the game, so Tubi is developing more "shoulder content" to appeal to younger audiences. "We just announced … a [tennis player] Naomi Osaka doc that's going to be coming out on Tubi in August," Sud said. "It's going to be talking about her journey coming back into the game after having a baby." "Beyond the diehard sports fans, there are people who are in it for the culture. And we need to serve them with compelling stories and content and build that momentum." Separately, NBC Sports discussed its major deal with the NBA, which will broadcast on NBC from Sunday to Tuesday nights, blending linear and streaming to maximize reach. "Sunday, we'll have a pregame and then the game," Tirico said. "Monday, there'll be games on Peacock. …Tuesday, on NBC. … We'll have an NBA game on the East Coast at 8 Eastern time and then we'll have a game for our Mountain and Pacific time zone affiliates at 8 o'clock Pacific time." "What I'm excited about is the amount of NBA that will be on broadcast TV in prime time. So you'll have a game every week on Tuesday night, which I think will be a boost for the league and really get the package off to a great start." Marshall added: "Part of what I really was hoping for and it worked out was to be on the front half of the week and so we can promote the rest of the entertainment programming that will happen on Wednesday, Thursday, Friday, Saturday. Whereas, you know, 'Sunday Night Football,' that's what we've done for years. Now we'll actually go from 'Sunday Night Football' to 'Sunday Night Basketball' on Peacock every Monday night and Tuesday on NBC prime time." "So all of a sudden we have this huge promotional platform that's going to bring a younger, more multicultural audience to NBC that's probably been there, that's not there every week as we sit here today." In a View From the Top conversation, Nielsen CEO Karthik Rao emphasized the major growth of women's sports.
