W Hotel Shoots For Love, London Style
Posted by Ana Terzi on December 8, 2010 04:15 PM
To celebrate the debut of the new W Hotel opening in London on Valentine's Day next year, W Hotels commissioned Away We Stay — a short romantic film portraying love and life choices which starring Helena Christensen, David Gandy and the brand, of course.
The action takes place at Leicester Square, a prime location in the heart of London's West End entertainment district, where the new W hotel will be located.
“This is our way of introducing the brand to the European market,” says Simon Warrington, marketing director of W London Hotel.
“London is the key opening and is setting the tone. Away We Stay is a great fit with the key brand passion points of music, film and fashion. … And this is a highly relevant way of promoting ourselves to a film industry audience and to show that we are in this field, that this is a place you can hold your movie junkets and your screenings. This is more than simply badge or sponsor.”
Away We Stay was written and directed by Edoardo Ponti, and produced by Katrina Pavlos. The short movie is a reference the 1966 British Film classic Blow Up produced by Carlo Ponti (Edoardo’s father).
The film portrays the contemporary London fashion scene with the swinging sixties flair of Blow Up. The movie cast includes leading London insider cameos such as Amber Aikens, Kinvara Balfour, Fenton Bailey (David Bailey’s son), Abi Harris and Tuuli Shipster and features styles from Stella McCartney, Temperley London, Rupert Sanderson, and Philip Treacy.
W London GM Kevin Rockey comments, "With our location at the heart of the British film industry, what better way to introduce W London Leicester Square to the world than with the commission of a new film, heroing the great insiders of this inspiring city."
Besides the network of insiders appeal and the love story (to be continued), the movie also embodies a unique mix of London music, entertainment, design, architecture and pop culture that together compose a cutting-edge atmosphere for the W hotel brand with strong local references and associations.
“Away We Stay is getting us great coverage across credible cultural titles, which is what we want to achieve — it’s taking us beyond the travel pages,” says Warrington. “But it’s too early to say if we’ll make another. We have been thinking about it. We could take it to another hotel.”
The new W hotel brand is a local extension of a desirable lifestyle brand, an integral part of its surroundings, positioned as part of experiencing Leicester Square, its urban flair and heritage is a perfect scenario for a chance of romance.
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