W Hotels: Purveyor of Cool

W Hotels caters to a new era of über style-conscious hotel patrons. We decided to leverage W’s reputation and own the title of “tastemaker” or “down-to-details authority on cool.”

Our print pieces highlight the small things that make the difference between a great stay, and a W stay.

Through strategic partnerships with the Not for Tourists (NFT) Guide, Google, and W Magazine, we’re elevating more than one brand. It’s a symbiotic B2B campaign that benefits patrons and non-patrons of W. It’s the WNFT. It’s a W Magazine takeover. It’s a plugin for Google Maps.

Through our Google Map filter, style-conscious consumers can find local gems—not multinational chains. It’s an intuitive way to find good stuff.

Our hard copy W-hotel/NFT partnership highlights dining, entertainment, and shopping approved by both brands. Consider it the bible of what’s cool. The WNFT would be placed in bedside tables—much like the Gideon’s bible.

And our W magazine takeover combines the magazine’s reputation as a style authority, with W’s “hot-stay” reputation. Our magazine features W-approved travel essentials, and an editorial featuring an exotic destination.