In 2015 the launch of the JW Marriott Venice coincided with the first JW opening in Italy and the ultimate island-resort in Venice for discerned travelers. The task was to create expectation, generate WOM and wide media exposure.
A strong media relations activity has been undertaken with national and local media and created a count-down with the release of teasers to disclose and position the new property during the pre-opening phase.
The grand opening event was supported with media involvement and the creation of ad hoc welcome programs for top journalists and influencers. The post opening maintenance of visibility was ensured through press visits, influencers coverage, press releases and media relations.
An advertising value equivalent of €4.2M was achieved, reaching an estimated audience of 537M