W Hotels: We Are Handsome Partnership

Project Title

W Hotels Brand Partnership with We Are Handsome

Client

W Hotels + We Are Handsome

Target Audience

Australia

The Brief

Deliver an in-market angle for the W brand to help generate coverage beyond the travel pages and inspire Australians to visit W Hotel’s retreats in the Asia Pacific, including W Retreat & Spa Bali, W Retreat & Spa Maldives, W Retreat & Spa Koh Samui and the soon to open W Goa.

Idea:

Partner with premium swimwear designer We Are Handsome to create and launch a bespoke swimwear collection inspired by the colours, textures and glowing elements of the W Retreats.

W Retreat & Spa Maldives provided the backdrop for the capsule collection photoshoot. Content created from the film shoot (including photo, video and blog content) were promoted via We Are Handsome channels, helping to raise brand awareness for W Hotels amongst design and fashion conscious consumers.

GTI Tourism secured Buro 24/7 and high-profile lifestyle blogger and influencer Hermione Oliver to shadow the destination shoot and drive additional coverage. On return, GTI Tourism sent the bespoke designs to select media and influencers to help generate social coverage and create buzz online.

The swimwear collection was available to purchase as an exclusive run via We Are Handsome to help generate further hype around the partnership and generate increased media attention.

The Results

  • Reached 150,000 consumers via We Are Handsome channels
  • Secured significant media coverage including Buro 24/7, Weekend Australian, Escape, Sunday Telegraph, Belle and Women’s Fitness reaching a combined 3,421,312 consumers, generating more than $218,414 in PR value
  • Generated content for W Hotels to use via its own social media and blog channels

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