Team One's First Campaign for JW Marriott

Team One has launched a new campaign for JW Marriott. For this campaign, Team One targeted a new consumer base: “The Accomplished,” a demographic comprised of affluent business travelers, who share the mindset of a growing consumer group that wants a luxury experience but doesn’t necessarily need to be waited on hand and foot.
 

In a category that’s often characterized by excess, JW Marriott wanted to reposition itself and focus on the small details that matter most to the Accomplished consumer. The new campaign brings to life the brand philosophy that true luxury is having the space, both physical and mental, to experience the exceptional, even in small, simple details.
 

The campaign features property photography with squares removed from them to focus the viewer’s eye on details that JW Marriott provides its guests. One ad features a photo taken at the JW Marriott Hotel Ankara in Turkey, which offers a 1,500 year-old spa experience, and a pitcher of lemonade is featured within the small square. Another ad is set in the JW Marriott Hotel Cusco, which is built upon the site of a 16th-century Colonial convent in Peru. This image shows the property as seen from the window of the dining room, and a square is removed from the dinner table which shows the main course – fish that was sourced locally, and caught only hours before being served.

The campaign launched in June issues of Conde Nast Traveler, Dwell, Architectural Digest, Saveur and ARTnews and includes print and social elements.

Credits

Chris Graves -- Chief Creative Officer
James Hendry -- Group Creative Director
Phil Glist -- Copywriter
Jason Lau -- Senior Art Producer
Rainer Stratmann -- Photographer
Nick Teare -- Global Group Account Director
Jamie Kerr -- Regional Account Director