MUSE Platinum

2022

JW Marriott — the JW Garden with Lily Kwong

Entrant Company

JW Marriott

Category

Social Media - Food & Beverage

Client's Name

Country / Region

United States

In 2022, JW Marriott invited guests to discover the JW Garden. These spaces, specially envisioned by designer Lily Kwong, each had their own story reflecting JW Marriott’s approach to holistic well-being — a story of relaxation, deeper connections to nature, and exploring our senses. Senses, of course, which include taste, smell, and sight — perfectly served by a garden-to-table culinary philosophy that uses herbs and ingredients sourced from the garden whenever possible to create fresh plates and cocktails. The foundation for the JW Garden social campaign came from documenting the creation of each garden with Lily in JW Marriott Desert Springs Resort & Spa, JW Marriott Orlando Bonnet Creek Resort & Spa, and JW Marriott Essex House New York from beginning to end, leading to video and still image assets reflecting the unique and thoughtful character of these natural spaces and their culinary possibilities, including items prepared by hotel chefs and mixologists. These were then shared across the JW Marriott social channels, with traffic directed to a custom landing page, and with additional posts from Lily debuting the concept to her social audience through her own voice and perspective. The JW Garden campaign showed the beauty of slowing down with nature and taking time to center well-being — worthy of savoring in more ways than one.

Credits

Director, Luxury Content Marketing & Social, JW Marriott
Janet Yungwirth
Senior Director, Luxury Content Marketing & Social, JW Marriott
David Menda
Vice President & Global Brand Leader, JW Marriott
Bruce Rohr
Global Brand Marketing Lead, JW Marriott
Marnie Metzman
Senior Account Executive, 71 West
Kayla Favaloro
Lead Copywriter, 71 West
Andrew Bitto
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