W Barcelona “William Tempest”

September 9, 2015
W Barcelona “William Tempest”

Popularly known as the Hotel Vela (Sail Hotel) for the elegance of its architectural design, W Barcelona is generally marketed towards a younger crowd than the parent company’s usual upscale properties. The W Hotels brand reaches that Millennial crowd through programs and ads like “William Tempest.” W Barcelona teamed up with William Tempest, an emerging British fashion designer, to create a limited-edition men’s and women’s swimwear collection, the story of which is set to the electronic dance track “Mother Prism” by Music Dealers artist, Ishi.

Credits

BRAND

PARTNER

CREATIVE DIRECTION

Michaelangelo L’Acqua

Listen

Ishi

Mother Prism

The Challenge

Targeting Young Demographic

In 2009, W Hotels brought on Michaelangelo L’Acqua, a music-branding specialist who excels in luxury brands, to serve as its Global Music Director. In order to elevate the engagement power of the “William Tempest” project and to build the global brand of W Hotels, L’Acqua and W Barcelona sought to pair the spot with a song that matched the same vibrant Mediterranean vibe and seaside culture that inspired the swimwear design, according to the brand’s website.

The Solution

Music Blanket Agreement

Music Dealers loves partnering with music creatives like Michaelangelo L’Acqua who recognize the marketing power of music. We signed a blanket deal with L’Acqua Music to provide music for use on W Hotels’ websites, onsite events, and hotel rooms and lobbies. L’Acqua submitted the genre, mood, and energy requests for the music of W Hotels, and Music Dealers followed up with playlists of songs from our Artist Community that fit L’Acqua’s request. From these, L’Acqua chose the tracks that best fit the brand, including “Mother Prism” by the high-energy band Ishi.

The Result

Strong Sonic Identity

The multi-sensory experience that defines Ishi’s sound encapsulated the brand of W Hotels and the youthful glamor of the “William Tempest” campaign. In the video, the General Manger of W Barcelona explains that this program is a “platform for up-and-coming talent.” By featuring the music of Ishi, an emerging band with a rising YouTube following of over 1 million plays, W Hotels continues its trend of catering to the unique styles and tastes of its young target audience.


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