JW Marriott Hotel | Business Transformed | Regional

Publicis Hong Kong won the account after a pitch in July to handle the branding project for Asia-Pacific. Titled ‘Business transformed’, the agency uses the wings of a butterfly as an analogy for the hotel’s new direction to capture the business travel market and promote the new renovation of the hotel.

The campaign will be marketed across major business dailies in Hong Kong and the region. Publicis Modem will take care of the digital component, which involves banner ads on business and travel sites and main online portals.

“This new campaign for the JW Marriott Hotel Hong Kong is highly differentiated compared to the plethora of hotel advertising featuring smiling staff or rooms,” said Sue McCusker, general manager of Publicis Hong Kong.

Publicis is currently handling the four brands under Marriott International: Marriott, JW Marriott, Renaissance, Courtyard.





Credits:
Project Business Transformed
Client JW Marriott Hotel, Hong Kong
Creative agency Publicis, Hong Kong
Executive creative director David Szabo
Creative director Darius Tang
Copywriter Jen McCombie
Art directors Stephanie Liang, Ivy Tsang
Account servicing Winkie Wong, Anna Chan
Digital agency Publicis Modem
Exposure Print, online