What the brief was:

W was tasked with launching the W Hotel brand in the Netherlands; bringing the brand passions of fashion, design, music & lifestyle to the fore.  The ambition – position W Amsterdam as the lifestyle destination of choice for local and global tastemakers.  With a city that was low down on the must ‘city visits’, had a competitive hotel landscape,  low awareness for the W brand and a local clientele who didn’t frequent hotel bars or restaurants – how could we firmly place the opening of W Amsterdam on their radar?

What the strategy was: 

Internationally we wanted to show an audience already engaged with the brand, why they should experience it in Amsterdam.  And locally we needed to demonstrate what W stood for, beyond the American glamour through experiences that offered tastemakers something no where else done and was still in-keeping with Amsterdam’s DNA.

But what was the W glamour that would tie this together? Connect and Exchange.  Through the opening of W Amsterdam, our strategy aimed to join the dots between Amsterdam and the world, bringing the 24/7 energy of W’s around the world and the local scene together in a true cultural exchange.  With a nod to Amsterdam’s rich history, we imported the hottest international trends and VIPs to the hotel and exported the best bits of the city to position W Amsterdam as the gatekeeper to unparalleled guest experiences.

What the output / results where:

236 pieces of coverage achieved across lifestyle, travel and news titles nationally and internationally

Coverage secured with titles including: Wallpaper*, VOGUE, ELLE UK, Het Parool, Volksrant, FD Personnlijk, Conde Nast Traveller, Sleeper and more

160+ local Dutch media, and 16+ secured to attend premiere party

Via W/Roy Communications