MUSE Platinum

2022

W Maldives x Cercle

Entrant Company

W Hotels

Category

Social Media - COVID-19-Related

Client's Name

Country / Region

United States

If you throw a concert in the middle of the Indian Ocean and there’s no one around to hear it, does it still make a sound? You bet it does.

W Hotels is a brand with a long-standing history of blending music and travel. In 2021, we wanted to bring both to W travelers and fans around the globe, showing them that while live music experiences and travel to far-flung destinations were at a temporary standstill, we could still experience them together, albeit virtually (for now).

Enter our collaboration with Cercle, the ground-breaking French media company known for filming and broadcasting music performances in the world’s most awe-inspiring places, to host an unforgettable live-streamed concert at Gaathafushi—a private castaway island at W Maldives.

LIVESTREAMING IN A REMOTE DESTINATION

Live streaming a concert from a private island in the Maldives is about as simple as it sounds. From acquiring travel visas, to transporting music equipment by land, air, and sea, and ensuring we had the proper internet & electricity on a private island to pull off a livestream of this magnitude—practically every complication imaginable arose. But if anybody had the tenacity to pull it off, it had to be W Hotels and Cercle.

PROMOTING THE CONCERT AROUND THE GLOBE

From posts across W Hotels and Cercle social channels, to paid media to viewing parties at our hotels around the globe, we took a 360-degree approach to promoting this livestream. Key distribution tactics included:

OWNED:
Posts across W Hotels social media channels, with “Tune-In” posts coordinated with our 60+ hotels around the globe
Outdoor viewing events at select W Hotels in Asia Pacific on a similar time zone to W Maldives
PAID:
A robust tentpole paid social campaign across Facebook, Instagram and Twitter to both drive Tune-In for the livestream, and to promote the performance video posted to YouTube after the event
EARNED:
Posts from Cercle partner channels across YouTube, Facebook, Instagram, Twitter and Twitch

Credits

Director, Social & Content Marketing, W Hotels Worldwide
Christine Espinoza
Senior Director, Global Brand Marketing, W Hotels Worldwide
Carly Van Sickle
Senior Manager, Digital & Paid Social, Marriott International
Marissa Frank
Marketing Director, Farrynheight
Molly Soloff
Senior Manager, Social Media & Content, Farrynheight
Annie Cassius
Founder & CEO, Cercle
Derek Barbolla
Artistic Director, Cercle
Philippe Tuchmann
Head of Communication, Cercle
Pol Souchier
Senior Manager, Global Brand Marketing, W Hotels Worldwide
Pierre Lebard
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