Client :
Marriot Bonvoy
BRAND:
Somewhat one of the most prized gemstones within Marriott’s International treasure trove, the W is a very unique establishment. Cool, calm, contemporary and swish in its presentation. It‚Äôs particular demographic precisely manages to attract new and established money-types alike.
The W Hotel was initially launched in New York (1998), a conversion of the old Doral Inn hotel at 541 Lexington Avenue (Manhattan). This template was replicated and continued in the same vein with conversions of existing hotels undergoing similar face lifts and rebranding strategies within the previous owners portfolio “The Starwood Group”.
BRIEF:
Generally, each internationally based hotel operates as an independent cell creating and driving its own bespoke marketing campaign geared towards the culture present within that capital city. The personality of each location is instantly felt on arrival and the W is keen on maintaining this unique appeal. By collaborating with local and international talent, the brand wishes to bring that “je ne sais quoi” to all collaborations and in-house activities they embark upon. As such and with the particular focus on the European marketplace, The W hotel model looks to engage with solid concepts with innovative twists to tantalise their guests and visitors.
SOLUTION:
As part of our ongoing relationships with event promoters, publicists and press; we were able to synergise product endorsements with Veuve Clicquot Champagne for the end of season WetDeck® (Summer Series Party) at the W Barcelona.
Similarly, last years collaboration with the stunning London landmark W hotel saw us celebrating their newly refurbished Fabulous, Extreme, and Marvellous branded Suites for the return of the Parisian extravaganza Le Diner en Blanc. Attendees could book an exclusive 2 to 3 day weekend stay to coincide with an iconic secret London location.