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JW Marriott Hotels & Resorts Introduces “The JW Treatment” Created By Mother New York

September 20, 2016 Luxury Hotels No Comments Email Email

JW Marriott Hotels & Resorts has launched The JW Treatment, the luxury brand’s newly conceptualized creative campaign, reaffirming JW Marriott as Marriott International’s cornerstone luxury brand.  Created by award-winning independent creative agency Mother New York, The JW Treatment is a non-traditional, multi-faceted print, digital, and video campaign inspired by the brand’s rich heritage and founder J.W. Marriott’s famous quote: “Take care of your employees and they’ll take care of your customers.”


Told through the lens of the luxury brand’s associates and shot at the recently opened JW Marriott Venice Resort & Spa, The JW Treatment showcase’s the brand’s philosophy that true luxury is created by people who love and are passionate about what they do.  The majority of talent featured in the new campaign are hotel associates who offer a distinctive and personal definition of The JW Treatment, bringing the brand’s commitment to highly choreographed, anticipatory service and modern design to life.  Five of the brand’s celebrated chefs, including Michelin-starred Chef Giancarlo Perbellini, JW Marriott Venice, Thierry Blouet, JW Marriott Los Cabos, Leo Cao, JW Marriot Beijing Central, and award-winning Pastry Chef Roger Fok, JW Marriot Hong Kong are featured in the campaign, striking a perfect balance between sophistication and playfulness.

The seven unique executions, produced by award-winning Director Gustav Johansson and shot in black and white, showcase how the brand invests in its associates through innovative and in-depth service training, resulting in an emotional and elevated guest experience.   Each campaign asset visually captures the essence of the JW Marriott brand and speak to the guest passions of culinary, culture, and well-being. Creative content showcases the brand’s strong chef presence, in addition to highlighting Spa by JW, the brand’s global spa concept, and their partnership with award-winning Joffrey Ballet.  A re-imagined website will also launch in 2017.


“The JW Treatment is the largest, most-integrated global campaign for JW Marriott, and speaks to the brand’s rich heritage while highlighting our distinctive approach to luxury,” says Kathleen Coney, Director of Brand Marketing for JW Marriott Hotels & Resorts. “Our associates are truly passionate about what they do, and this campaign is a direct reflection of how treating guests exceptionally starts with how we treat each other.”

“We are thrilled to partner with JW Marriott to bring to life the JW philosophy, which resonates deeply with us culturally here at Mother New York,” said Peter Ravailhe, CEO, Mother New York.  “With the JW Treatment campaign, we wanted to honor and showcase the unique level of passion and dedication that the brand puts into taking care of their associates so they, in return, can offer an exceptional guest experience.”

The global campaign has been launched this month across key markets including the Americas, Europe, Asia, and the Middle East, and confirmed media partners include Architectural Digest, Vanity Fair, WSJ., Bon Appetit, Condé Nast Traveller India, both South East Asia and China edition of Travel + Leisure and more.

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