SALES & MARKETING
THE SPECIAL
( JW ) TREATMENT
By BRITTANY FARB GRUBER , ASSOCIATE EDITOR
“
Take care of your employees and they ’ ll take care of your customers .” The famous quote from Marriott ' s founder , J . W . Marriott , was the inspiration for JW Marriott Hotels & Resorts ' new print , digital and video campaign , The JW Treatment . This marks the brand ’ s largest integrated global campaign to date and stars property-level associates . Developed in collaboration with creative agency Mother New York , JW Treatment was shot at the JW Marriott Venice Resort & Spa in Italy , with associates explaining their interpretations of the JW Treatment .
Ads feature a concierge team member welcoming a child to the property to show a commitment to guests of all ages , a waiter " dancing " through the hotel ' s hallways as a nod to the brand ' s partnership with the Joffrey Ballet and chefs in the kitchen their camaraderie and excitement . The campaign went live in September across the Americas , Europe , Asia and the Middle East .
HOTELS spoke with Kathleen Coney , director of brand marketing at JW Marriott Hotels & Resorts , about the campaign ’ s inspiration , objectives and future strategy .
The JW Treatment features stories about property-level associates at JW Marriott .
HOTELS : Why did JW Marriott launch The JW Treatment ? What inspired it ? KATHLEEN CONEY : JW Marriott is one of Marriott International ’ s most celebrated luxury brands , rich in history and storytelling . Our goal when conceptualizing this new creative campaign was to showcase the idea that treating guests exceptionally starts with how we treat each other , and that true luxury comes from those that love what they do . The result was the JW Treatment - a non-traditional , multi-faceted print , digital and video campaign inspired by the brand ’ s unique heritage and founder .
H : Why did the brand choose Mother New York as a partner ? KC : We chose Mother New York as our partner because they presented a strong creative vision and a concept that was differentiating , but also truly ownable , by the brand . H : To whom are you targeting the campaign ? KC : The JW Treatment targets global travelers who seek enriching hotel experiences and are passionate about culinary experiences , culture and their well being .
H : How were the property ’ s associates chosen ? What qualities did they need to embody ? KC : They offer a distinctive and personal definition of the JW Treatment , and bring the brand ’ s commitment to highly choreographed , anticipatory service to life .
Five of the brand ’ s celebrated chefs ,
" THE JW TREATMENT TARGETS GLOBAL TRAVELERS WHO ARE SEEKING ENRICHING HOTEL EXPERIENCES AND ARE PASSIONATE ABOUT CULINARY , CULTURE AND WELL BEING . "
- KATHLEEN CONEY , JW MARRIOTT HOTELS & RESORTS
including Michelin-starred Chef Giancarlo Perbellini at JW Marriott Venice , and Chef Thierry Blouet at JW Marriott Los Cabos , are also featured in the campaign . Spa by JW , our global spa concept , and our partnership with the award-winning Joffrey Ballet also are highlighted .
H : How long did it take to conceptualize and execute ? KC : It took about nine months to conceptualize and execute the campaign from start to finish .
November 2016 hotelsmag . com 55