Insight.

With the launch of W Hotel's record label in 2018, W Records delivered on its objective of building credibility for W within the music industry, operating with an indie label's mind-set. We identified an opportunity to highlight the label's first signed artist and create a music documentary content franchise.

Idea.

Part documentary, part music video, Let's Talk About You, Amber Mark explores the emotional journey and artistic process of Amber Mark, a W Records artist on the rise. The raw and honest editorial approach documents Amber's incredible story.

We chose VICE media as a vital partner and collaborator to connect and reach a specific and music-driven audience. The multi-platform media company was crucial in building a linear and digital distribution strategy with format extensions.

Role: Creative Director – Marriott Content Studio,  Marriott Global Creative and Content Marketing 

Impact.

Delivering on the objective to drive awareness of W Hotels, W Records and build authenticity in the music space.

The documentary premiered and ran on VICELAND primetime, Snapchat take-over, social plus owned channels.

Delivered 27.4MM impressions

4.7MM video views and 8.77MM+ total reach

Successful at driving Brand KPIs

Drove a +207% lift in Brand Affinity.