W Hollywood

THE CHARGE

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.

The APPROACH

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.

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Print Ads

Brand Video

Coasters

Mini Brochure

Hotel Residence Brochure

Plus-One Print Ads

THE ResultS

Sales quadrupled over the next two years. Tower was sold out--with the exception of some penthouse units 30 months from start of campaign.

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