W Guangzhou – Introducing Mainland China to a New Hotel Brand – An Enlightening Experience

W Guangzhou

THE DARE

Present an ultra-stylish hotel brand with a distinctly modern guest experience to a market that has never before seen the likes of it. When Starwood Hotels & Resorts decided to open the first W hotel on mainland China, the internationally-celebrated hospitality company selected Glodow Nead as the PR firm to help with its W Guangzhou launch.

THE SCHEME

Glodow Nead immediately identified the importance of educating W Guangzhou’s prospective guests based in mainland China, Hong Kong, and the rest of Asia about the W brand and its specialized guest experience and amenities. We worked closely with the W hotel team to drive awareness and business, creating initiatives that reached the Chinese market through compelling media activities such as a sneak preview of W Guangzhou, and spectacular events showcasing the passion points of the W brand. Each event and activity built upon the preceding one, ensuring that key audiences became more familiar with W Guangzhou’s offerings for discerning travelers as they connected with the W concept.

THE UPSHOT

The extensive press coverage leading up to and surrounding W Guangzhou’s launch ran in outlets such as China Daily, South China Morning Post, The Bund, Hong Kong Economic Times, Elle Décor, GQ China, Business Times Singapore, Vogue Taiwan, FORM, Singtao Daily, Numero China, and Next magazine. Enlightening key audiences in Asia about the W brand as it was introduced to mainland China fostered excitement early on, as well as established W Guangzhou as an alluring overnight destination for city visitors.

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