Hospitality Brands Get a New Creative Collaboration Platform as Martist Services Launches Creative Trails

Introduced in Pune on October 27, 2026, the initiative will connect hotels, destinations and creative professionals to develop original campaigns. Madhulika Joshi, CEO & Chief Creative Officer, Martist Services Pvt. Ltd., outlines the company’s approach to using artistic interpretations of places in hospitality marketing.

Martist Services Pvt. Ltd., an integrated brand marketing and creative agency, has announced the launch of Martist Creative Trails ©, an initiative designed to connect hospitality and travel brands with artists and other creative professionals.|The initiative aims to develop original marketing campaigns inspired by the identity, surroundings and cultural characteristics of individual destinations.
Built around the idea, “Every place has a story. Every creative sees it differently,” Creative Trails places the experience and interpretation of a destination at the centre of campaign development.
Under the initiative, a selected artist or creative practitioner will visit a hotel and explore its surrounding destination. The collaborator will then interpret the experience through their chosen creative medium.

That interpretation will inform the campaign’s storytelling, visual identity and content direction.
Rather than involving creative professionals primarily as influencers or promotional endorsers, Martist intends to engage them as contributors to the development of original campaign concepts.
The agency will be responsible for selecting collaborators, coordinating the partnerships and managing the overall campaign development process.

A Different Approach to Hospitality Campaigns
Madhulika Joshi, CEO & Chief Creative Officer, Martist Services Pvt. Ltd., said, “Hospitality communication often begins with what a property offers. With Creative Trails, we wanted to explore how a place can instead become the inspiration for creativity. The idea is for the creative interpretation to inform the campaign itself.”
The initiative is intended to help hospitality brands develop campaigns based on the individual character of their properties and destinations rather than relying exclusively on conventional descriptions of facilities and services.
Depending on the destination and campaign requirements, participating professionals may include painters, photographers, filmmakers, writers, designers, craft practitioners, musicians, chefs and other creative specialists.
Each collaborator will bring a different perspective to the location, with the resulting work informing the campaign’s creative direction.

Four Elements Guide Each Collaboration
Martist has organised Creative Trails around four elements: Place, Creative Voice, Story and Experience.
Place refers to the hotel or destination and the characteristics that distinguish it.
Creative Voice represents the perspective and artistic medium of the selected collaborator.
Story concerns the interpretation developed from the creative professional’s experience of the location.
Experience relates to how the resulting creative work connects with audiences and, where relevant, visitors at the property.
The specific approach will vary according to the destination, participating professional and campaign brief.
Campaign materials may include content developed for social platforms, films, photography, illustrations, editorial features, original artworks and creative maps.
Some collaborations may also involve selected experiences at the hospitality property.
This approach allows different artistic disciplines to contribute to how destinations are represented across communication channels.

Pilot Collaborations Under Consideration
Following the announcement, Martist has begun exploring selected pilot collaborations with hospitality and destination brands.
The company is also developing a curated network of artists and creative practitioners across India to support future projects.
The pilot collaborations are currently being explored, and the company has not announced specific participating hotels, destinations or artists.
Martist Services Pvt. Ltd. works across hospitality, travel, lifestyle, wellness and retail.
Its services include brand strategy, creative communication, social and digital marketing, content development and campaigns.

Through Creative Trails, the agency intends to bring destination experiences and artistic interpretation into the development of hospitality marketing campaigns.
The initiative will focus on creating work that reflects the distinct characteristics of each participating location while giving creative professionals a role in shaping the final campaign.

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