A new position and campaign for the residential tower—completed during the downturn and languishing on the market for a couple years, with nothing to drive interest but the W brand itself.
A realization that the residential buyer was not the hotel user. Far from it.
A value proposition more practical than aspirational—the urban version of a master plan community.
On-site amenities and services create an essential support system for a time-starved life in the Hollywood fast lane.
The new tagline, "Home, Re-scripted" said it all.
A comprehensive campaign of messages and materials made the promise—and lifestyle—vividly clear.
Hotel Residence Brochure
Plus-One Print Ads
Sales quadrupled over the next two years. Tower was sold out--with the exception of some penthouse units 30 months from start of campaign.