Adrian Awards 2017
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Entry Title
JW Marriott Hotels & Resorts - Aspen Food & Wine 2017
Division
Public Relations
Category
SPECIAL EVENT
Sub-category
PR Campaign
First Name
Emmie
Last Name
Kunhardt
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Drive awareness and consideration for JW Marriott, strengthening the brand’s position in the luxury travel category. Bring attention to JW Marriott’s elevated property portfolio and innovative partnership with The Joffrey Ballet through the brand’s activation at the Food & Wine Classic in Aspen, growing the brand’s fan base and positioning JW Marriott as a leader in the wellness and culinary space. Increase social media engagement and press coverage across brand channels, focusing on influencers, media, key sponsors and festival talent with both scheduled and organic content.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
JW Marriott’s activation at the Aspen Food & Wine Classic targeted a high net-worth audience of consumers interested in culinary and lifestyle experiences, as well as food and travel media and influencers attending the event.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
With a rotating bar on one side featuring a different property each day, and a ballet barre on the other side, JW brought the "barre to bar" concept to life at Grand Tasting, delivering the JW Treatment through the lens of the brand’s newest properties in Singapore, Venice and Morocco, alongside JW’s well-being partnership with The Joffrey Ballet. The activation highlighted JW Marriott’s global footprint by providing festival attendees with a rotation of cocktail offerings inspired by the location of each hotel. The brand also differentiated from other festival sponsors with an elevated, curated bar experience, pulling inspiration from each destination, and delivering warm, intuitive service for which JW Marriott is known. In addition, JW Marriott teased the upcoming opening of JW Marriott parq Vancouver by highlighting the property at the Last Call party, featuring an interactive roulette wheel where guests could win prizes and enjoy inventive cocktail offerings from Honey Salt.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
JW Marriott offers an individualized approach to luxury, providing crafted activations that bring to life the brand’s commitment to highly choreographed, anticipatory service and enriching guest experiences. The brand’s footprint at the 2017 Food & Wine Classic in Aspen provided attendees with an inside look into upcoming new and noteworthy hotel openings, and brought awareness to JW Marriott’s extended partnership with The Joffrey Ballet. By leveraging its heightened focus on culture, culinary and well-being, JW Marriott was able to elevate awareness of the brand to a discerning demographic of target consumers.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
As a result of activating at the festival, JW Marriott interactive with more than 5,000 consumers, garnering more than 406k social media impressions across its brand channels and gaining 622 new Instagram followers. The brand also gave out a variety of prizes, from property experiences across the globe to tickets for Joffrey Ballet performances in Chicago. Enticing the festival’s top attendees, the brand interacted with more than 30 top tier talent and media at both activations, included Chefs Andrew Zimmern, Richard Blais, Ashley Christensen, Bryan Voltaggio, Jamie Bissonnette, Mike Lata, Anne Burrell and Graham Elliott; Food & Wine Editor-in-Chief Nilou Motamed; Travel + Leisure Editor-in-Chief Nathan Lump; Condé Nast Traveler contributor Peter Jon Lindberg; BRAVO’s Top Chef judge, cookbook author and Food & Wine Special Projects Editor Gail Simmons; ABC 7 Chicago Food Reporter and host of The Feed Podcast, Steve Dolinsky; The Denver Post’s Allyson Reedy, and more. 
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
Unable to provide at this time.
Entry Award:
Bronze