Wonderland Programming Appeals to the Senses, Offers Unique Amenities
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
* 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.
The first W Hotel opened in New York in December 1998. There are now five W Hotels in New York City and 19 hotels brand-wide in the U.S. and abroad. W's first property in Latin America, W Mexico City, opened its doors in December of 2003, two new W Hotels are currently under construction in Seoul and Montreal, and just recently, properties have been announced for both Dallas and Fort Lauderdale. In addition, there are more than a dozen W Hotels in the development pipeline in city and resort destinations around the world.