W Hotels Rebrand

When launching W Hotels’ rebrand, we threw everything we had previously strategized about content, social media, partnerships, and influencer marketing out the window and got to the heart of what our consumers valued: authenticity, intentionality, individuality, and inclusivity.
With these insights in mind, we developed new strategy rooted in five key initiatives: creating a new content strategy focused on aspirational storytelling, elevating our look and feel, shooting new content around the globe, testing new content formats for the evolving landscape, and working with diverse partners that speak directly to our target consumer.
With this rebrand, we’ve successfully shifted perception of W Hotels by modernizing our channels, investing in video, promoting the uniqueness of our hotels, and specifically targeting next-gen luxury travelers through paid media.
To date, we've developed over 900 pieces of content at over 20 W Hotels around the world and have, because of that new content, have generated hundreds of millions of impressions and engagements across audiences, old and new. Combined, our efforts have contributed to global marketing KPIs and have positively shifted both brand perception and consideration among target consumers.