The W Hotel

We knew imparting a sense of urgency to “be the first” to own a W residence was a strategic necessity that would resonate with the type of buyer we wanted to attract.

To accomplish the objective, we created an unprecedented full-scale furnished model to showcase the property’s living space and deployed non-traditional media to lure audiences in with the payoff of “seeing is believing” for this one-of-a-kind destination experience.

This multichannel, fully integrated campaign, combined with local, regional, and national public relations, changed the perceptions about living in downtown Dallas and positioned the W brand as the most affluent residential option.