The Romans’ W Hotels campaign is a touch of class
The Romans has produced a light and bright campaign for W Hotels ‘Hotel Tales’.
W Hotels’ ‘Hotel Tales' is depicted through the lens of model and host Emma Winder at the opulent W Budapest. Rather than focusing solely on amenities, the film blends Emma’s personal travel story with attractive interior shots of the hotel itself.
The campaign is part documentary, part story, and part Wes Andersonesque creative exercise. We liked how Emma’s stay is the focus of the action, and the viewer is very much on a journey with her, and a particularly joyful and relaxing one at that.
The film fits the W brand’s ethos: that the hotel is not just a venue, but the adventure itself, and stands in contrast to formulaic luxury hotel commercials, aiming for a narrative of lived experience.
There’s more to come in the series, including Isaac Carew getting drawn into the delights of W Florence, where he plans to head out into the city for his foodie fix, before the hotel steals the show.
W Hotels has successfully positioned itself as a very watchable storyteller for the Instagram age with this series.
The ads are glamorous, accessible, and shareable, which is really how it should be for luxury hotel brands, given that we all love a bit of pampering every now and then.
Credits:
W Hotels: W Hotels: Paige Mooney (Manager, Luxury Brands, EMEA). Gaston Bernard (Director, Luxury Brands, EMEA), Giselle Diamanti (Luxury Brand Marketing Director, EMEA).
Director: Dominic O'Riordan
DOP: Thomas Tyson Hole
Creative Director: Viola Hazlerigg-Greeves
Executive Creative Director: Daniel Roberts
Associate Director: Katie Kilburn
Managing Director: Kate Brazier
Production: Bullion Productions
Creative Producer: Pauline Lacroix
Romans account team: Phoebe Van Den Bergh, Lucy Borner, Abbie Goodman
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