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Luxury Hotel Brand JW Marriott Launches Newly Conceptualized Campaign Showcasing its Associates
JW Marriott Hotels & Resorts has launched The JW Treatment, the luxury brand’s newly conceptualized creative campaign, reaffirming JW Marriott as Marriott International’s cornerstone luxury brand. Created by award-winning independent creative agency
Mother New York, The JW Treatment is a non-traditional, multi-faceted print, digital, and
video campaign inspired by the brand’s rich heritage and founder J.W. Marriott’s famous quote: “Take care of your employees and they’ll take care of your customers.”
Told through the lens of the luxury brand’s associates and shot at the recently opened JW Marriott Venice Resort & Spa, The JW Treatment showcase’s the brand’s philosophy that true luxury is created by people who love and are passionate about what they do. The majority of talent featured in the new campaign are hotel associates who offer a distinctive and personal definition of The JW Treatment, bringing the brand’s commitment to highly choreographed, anticipatory service and modern design to life. Five of the brand’s celebrated chefs, including Michelin-starred Chef Giancarlo Perbellini, JW Marriott Venice, and Chef Thierry Blouet, JW Marriott Los Cabos, are featured in the campaign, striking a perfect balance between sophistication and playfulness.
The seven unique executions, produced by award-winning Director Gustav Johansson and shot in black and white, showcase how the brand invests in its associates through innovative and in-depth service training, resulting in an emotional and elevated guest experience. Each campaign asset visually captures the essence of the JW Marriott brand and speak to the guest passions of culinary, culture, and well-being. Creative content showcases the brand’s strong chef presence, in addition to highlighting Spa by JW, the brand’s global spa concept, and their partnership with award-winning Joffrey Ballet. A re-imagined website will also launch in 2017.
"The JW Treatment is the largest, most-integrated global campaign for JW Marriott, and speaks to the brand’s rich heritage while highlighting our distinctive approach to luxury," says Kathleen Coney, Director of Brand Marketing for JW Marriott Hotels & Resorts. "Our associates are truly passionate about what they do, and this campaign is a direct reflection of how treating guests exceptionally starts with how we treat each other."
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“We are thrilled to partner with JW Marriott to bring to life the JW philosophy, which resonates deeply with us culturally here at Mother New York,” said Peter Ravailhe, CEO, Mother New York. “With the JW Treatment campaign, we wanted to honor and showcase the unique level of passion and dedication that the brand puts into taking care of their associates so they, in return, can offer an exceptional guest experience.”
The global campaign will go live this month across key markets including the Americas, Europe, Asia, and the Middle East & Africa, and confirmed media partners include Architectural Digest, Vanity Fair, WSJ., Bon Appetit, and more.
About JW Marriott Hotels & Resorts JW Marriott is part of Marriott International’s luxury portfolio and consists of beautiful properties in gateway cities and distinctive resort locations around the world. These elegant hotels cater to today’s sophisticated, self-assured travelers, offering them the quiet luxury they seek in a warmly authentic, relaxed atmosphere lacking in pretense. JW Marriott properties artfully provide highly crafted, anticipatory experiences that are reflective of their locale so that their guests have the time to focus on what is most important to them. Currently, there are more than 75 JW Marriott hotels in over 25 countries; by 2019 the portfolio is expected to encompass more than 100 properties in over 30 countries. Visit us online, on Instagram, Twitter and Facebook.
About Mother New York
Mother is a creative agency founded in London, with offices in New York and Buenos Aires. Mother sets itself apart by generating highly creative campaigns, outstanding design, and effective strategy for a roster of top clients, including Target and Stella Artois. For more information, please visit
www.mothernewyork.com.
Note on forward looking statements: The anticipated growth of Marriott International’s luxury and lifestyle brand portfolio and the expected future hotel locations are “forward-looking statements" within the meaning of U.S. federal securities laws, not historical facts, and are subject to a number of risks and uncertainties, including supply and demand changes for hotel rooms; competitive conditions in the lodging industry; relationships with clients and property owners; the availability of capital to finance hotel growth; and other risk factors identified in Marriott International, Inc.'s most recent Annual Report on Form 10-K or quarterly report on Form 10-Q; any of which could cause the actual numbers or locations of new hotels to be different. These statements are made as of the date of this press release, and we undertake no obligation to publicly update or revise them or any forward-looking statements, whether as a result of new information, future events or otherwise.