W Hotel London

W Hotel London

Issue

Whilst W Hotels might carry a marquee name and its Leicester Square site offers unparalleled city connectivity, their first London outpost quickly encountered unexpected problems following its fanfare launch. But it needed to do more than just sell rooms; it needed to be relevant to Londoners as a destination, not just overseas visitors and out-of-towners.

Idea

Faced with a tough PR challenge we took the brave decision to invest the PR budget in…zero PR. A potentially dangerous route, we persuaded W London to divert its entire spend away from celebrity-led activity to guest services. Instead of photo-ops, we developed a long-term strategy around experiences real customers and the media would love. That would be an engine for business growth, attracting new visitors to the hotel during the day as well as overnight guests.

Implementation

Over 12 months, we produced and programmed over 40 memorable moments including the ‘remixing’ of their afternoon tea to creating the World’s First Vinyl Room service in collaboration with Annie Mac – even rebranding Leicester Square itself. The gamble paid off. W London maintained occupancy year on year and recorded a remarkable 16% increase in revenue from food and beverages in its best ever quarter.