The document outlines an action plan for a new hotel, the W Residences Verbier, which is set to open in December 2013. The plan focuses on monitoring existing customers and competitors, direct communication through the hotel's website and social media, and hosting events to generate buzz. It also details plans for a display in hotel lobbies to attract customers and incentivize user-generated content through contests and discounts. The opening party will invite celebrities and influencers to create more online content and coverage around the new hotel.