The W Hotel is looking to increase brand awareness and reach new target markets through a digital strategy focused on social media, mobile apps, and online marketing. The target audience is socially active men and women ages 20-35 interested in fashion, music, and nightlife. Goals include creating new target markets and increasing awareness and loyalty. Success will be measured through app downloads/usage, social media engagement, and online impressions and clicks generated from SEM and content on the W Hotel website and blogs.

1. W Hotel Digital Strategy
Increasing brand awareness
and new target markets
Brooke Rycerz

2. • Apart of Starwood Hotels and
Resorts
• Founded in December 1998 in
New York City
• Keeps this style throughout all
hotels
• Located in Major cities
• Fashion, music and luxury
• Worldwide , each design
inspired by location
About

3. Target Audience
• Primary men and
women early 20’s to
mid 30’s
• Socially active in
music, fashion and
nightlife.

4. Goals• Creating new target markets
• Increase awareness and loyalty

5. Measurement
• Mobile
• App
downloads and
activity
• SEM
• Impressions and
clicks
• Social
• Likes and shares

6. Big idea
• Using social media, mobile, print and
internet marketing to reach the target
market, and hopefully new ones.

7. Budget
• 10% of annual
revenue
• 44,000 each month
• Separate amount to
social media, blog,
mobile and other
expenses

8. Mobile
• Live newsfeed for
fashion, deals,
music and events
• QR codes easily
accessible

9. Social media
Facebook , Twitter and Instagram

10. Internet
• Keywords
• Promotions through travel websites