JW Marriott Hotels & Resorts has introduced the “JW Treatment,” a new creative campaign by Mother New York that reaffirms JW Marriott as Marriott International’s flagship luxury brand. The campaign spans print, digital and video formats and draws inspiration from founder J.W. Marriott’s guiding principle: “Take care of your employees and they’ll take care of your customers.”
Filmed at the newly opened JW Marriott Venice Resort & Spa, the campaign highlights the brand’s belief that true luxury arises from dedicated people who bring passion and care to their work. The creative features hotel associates sharing their personal interpretations of the JW Treatment, bringing the company’s employee-centered philosophy to life.
“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 of 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 campaign also spotlights several of the brand’s renowned chefs — including Giancarlo Perbellini, Thierry Blouet, Leo Cao and Roger Fok — underscoring JW Marriott’s blend of culinary excellence, playfulness and refined style. Seven distinctive black-and-white executions, directed by Gustav Johansson, illustrate how investment in associates through innovation and thorough service training translates into positive guest experiences.
Visually, the campaign captures the core of the JW Marriott brand and aligns with guests’ passions for cuisine, culture and wellbeing. The content highlights the brand’s strengths beyond its culinary leadership, showcasing Spa by JW, the brand’s wellness offerings, and its partnership with the Joffrey Ballet. A refreshed brand website is planned for relaunch in 2017.