W Hotels Welcomes Guests to Wonderland

28th May 2004

W Hotels invites you to let your
imagination run wild with its newest innovation in style and sensuality,
“Wonderland.” Wonderland, a complete experiential retreat for the senses, will come to
life online and at each of the 19 W Hotels properties worldwide this May.
In addition to a national advertising campaign, the hotels will implement
a number of on-property changes to reflect the next phase of W Hotels—
an evolution to a global lifestyle affinity.

“W has always expressed itself as a place where dreams come true, from the
most lavish comforts and soothing wellness to delightful culinary
encounters,” said Ross Klein, Senior Vice President and Chief Marketing
Officer for W Hotels Worldwide. “Now we are creating a true canvas on
which guests can paint their own custom experience, building the next
level of our exclusive Whatever/Whenever promise to each guest.”

Every touch point of the guests’ stay will have a Wonderland twist.
Through seductive new lighting, intoxicating signature scents (vanilla,
feuille de levande, ambre) and luscious botanicals a dream-like experience
will be provided for every guest. At check-in, guests will be charmed with
surprise treats from the W Store, Bliss Spa and Armani Exchange among
others. During their stay, they’ll be greeted by whimsical messaging
through in-room dining cards, a “Welcome to Wonderland” CD, vivid images
and post-stay gifts for Starwood Preferred Guests (SPG) platinum members
that will leave a lasting impression.

New Wonderland experiences will include: * S.I.P., Social Interactive
Playtime, - Must-attend events in the Living Room area of the hotel where
the right cocktails, people and music will maintain social, relaxed vibe.
* YUM - Sophisticated culinary dining in the hotel restaurants in addition
to the option for cooking classes, local restaurant tours and/or wine
tasting. * PRIDE - Alternative lifestyle package developed with lesbian
and gay communities in mind, including room discount, Wonderland CD,
intimacy kit and two welcome cocktails. * WIRED - Created with the tech
savvy consumer in mind to keep them constantly locked into the best that
the music and computer world has to offer, including in-room wireless
Internet access and music downloads * P.A.W., Pets are Welcome - Includes
bedding and amenities for pets - welcome in guest rooms at the W.

Created jointly by W’s in-house team and RDA, W’s ad agency of record, the
campaign was designed to show the hotel’s evolution from a fashionable,
sophisticated luxury brand to a living, breathing wonderland, where the
guest embraces fashion with feeling and sees the luxuries of travel in a
new light. Each ad distills the essence of all W’s while highlighting a
special moment in the dream stay of “Alice” and her friends.



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