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?
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.
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.
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
– Hotel rooms booked up for first 3-months of opening
– Cocktail bar and restaurant boosts ‘the hottest tables in town’
– Frequented by Amsterdam’s up and coming stars
NO direct sales figures available