An analysis of the W Hotel brand and its Integrated Marketing Communications plan.

1. MARKETING COMMUNICATIONS PLAN

2. STARWOOD HOTELS & RESORTS
S H E R A T O N
L E M E R I D I A N
S T. R E G I S
T H E W E S T I N
F O U R P O I N T S
E L E M E N T
THE L U X U R Y C O L L E C T I O N
L O F T

3. STARWOOD HOTELS & RESORTS
1 2 0 0 P R O P E R T I E S W O R L D W I D E
GOAL to B E C O M E “ E Q U I T Y L I G H T ”
F R A N C H I S E > R E A L E S T A T E

4. C L A S S I C C O M P E T I T O R S
HILTON HOTELS WORLDWIDE

5. VALUE PROPOSITION
THE
B E S T
OF WHAT EVERY CITY
HAS TO OFFER

6. F A S H I O N
D E S I G N
M U S I C
W I N S I D E R

7. T A R G E T A U D I E N C E

8. M O B I L E

10. VOTED
THE MOST DIGITALLY COMPETENT BRAND
IN THE HOTEL INDUSTRY
/ 2013

11. C O L L A B O R A T I O N S
H R C
C H A R I T Y : W A T E R
B L I S S
C F D A { FASHION INCUBATOR }
M E RCEDES-BENZ / FASHION WEEK
M I X . D J
A M E R I C A N E X P R E S S
H A V A I A N A S

12. SOCIAL MEDIA
H A P P E N I N G S
PR

13. A G E N C Y O F R E C O R D RDA

14. I N S T A G R A M

15. F A C E B O O K

16. T W I T T E R

17. T U M B L R

18. H A P P E N I N G S

19. P R

20. P R

21. P R

22. P R

23. P R

24. C A N T H E R E B E
S U C H A T H I N G
A S I M C O V E R L O A D ?

25. A P R I L 1

26. N E W C O M P E T I T O R S
“LUXURY IS EACH INDIVIDUAL
DEFINING WHAT LUXURY IS
TO THEM, I WANT A
LUXURIOUS EXPERIENCE,
BUT I WANT TO WEAR MY
JEANS..I WANT TO PARTAKE IN
POPULAR CULTURE”