Challenges

With tourism picking up post pandemic, the launch of W Macau – Studio City, in the highly competitive hospitality scene in Macau, not only brought the W Hotels brand to the city but the property was also the first to open since the brand introduced an evolved lens on its unassuming approach to luxury in 2022.

Approach

Leveraged the new W Hotels branding and uniqueness of W Macau – Studio City to craft a bespoke and unparalleled storytelling narrative to set the new luxury lifestyle scene in the market.

Activations were rolled out in phases to build awareness effectively across APAC, including a teaser video campaign, an Opening and a Premier Event, and further established the property in the hospitality industry through thought leadership.

Outcomes

• Maintained top-of-mind awareness and high-level penetration and engagement with top-tier APAC media and influencers.
• Secured an average of 500+ monthly media coverages and brand mentions across travel consumer, travel trade and luxury lifestyle sectors.
• Achieved an average monthly reach of 5.7+ billion across local and regional markets.
• Successfully positioned the property as the luxury lifestyle destination for trendsetters in Macau.

More Works