W Hotels wanted to raise the profile of the W brand amongst design and fashion-conscious consumers in the Australian market and GTI was engaged to develop a PR led project that would centrally position W Retreat & Spa Maldives to this audience.
W Hotels partnered with premium swimwear designer We Are Handsome to create and launch a bespoke swimwear collection inspired by the colours, textures and glowing elements of the W Retreats.
W Retreat & Spa Maldives provided the backdrop for the capsule collection photoshoot. Content created from the film shoot (including photo, video and blog content) was promoted via We Are Handsome channels, helping to raise brand awareness for W Hotels amongst design and fashion-conscious consumers.
GTI secured Buro 24/7 and high-profile lifestyle blogger and influencer Hermione Oliver to shadow the destination shoot and drive additional coverage. On return, GTI sent the bespoke designs to select media and influencers to help generate social coverage and create buzz online.
The swimwear collection was available to purchase as an exclusive run via We Are Handsome to help generate further hype around the partnership and generate increased media attention.
The campaign reached 150,000 consumers via We Are Handsome channels and secured significant media coverage including Buro 24/7, The Weekend Australian, Escape, Sunday Telegraph, Belle and Women’s Fitness reaching a combined 3,421,312 consumers, generating more than AUD$218,414 in PR value. Generated content was used on W Hotels’ social media and blog channels.