Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26flavor over flair » 18 / 19 Marketing and Public Relations Building overall awareness and positive impressions of the JW brand is an ongoing process accomplished by leveraging public relations and brand partnerships with prestigious lifestyle brands and buzz-generating opening events. By tying these efforts to the guest’s passion points — culinary, culture and well-being — the brand reinforces its perspective on luxury to the target guest. Partnerships JW has created key partnerships with established luxury brands that share similar core values and can provide compel- ling experiences for JW guests. Whether it is well-being, scent, wine or art, the brands selected help enhance the on-property guest experience, are pulled through for special promotions, and mined for their expertise in the category they represent. Events Partner relationships provide the perfect outlet for creating halo events, such as an art exhibit or wine tasting, to gener- ate awareness for the brand and media interest. Additionally, special events like grand openings, charitable galas and golf tournaments are instrumental in attracting local figures and national celebrities and subsequently, high-profile media. Media Harnessing the rapidly expanding presence of digital media, social networks and mobile interfaces, JW’s web-based marketing efforts are highly strategic and resonate with the target guest’s affinity for the virtual world. Through jwmarriott.com, users are immersed in the brand, given access to blog posts from JW partner experts, provided with special offers and the ability to make reservations. JWM, a quarterly in-room magazine, showcases the brand’s passion points, partners and experts and most importantly, how JW hotels integrate all of these attributes to deliver on the brand vision.