OBJECTIVE
Create buzz and coverage for the new W Amman through the creation of buzz-worthy art installation on-property, while simultaneously building positive brand sentiment & conversation in the Middle East region and beyond.
ABOUT THE PROJECT
BMF developed the first of a series of global W Hotels art projects, identifying a muralist to create a beautiful creation at the Wet Deck in the W Amman. We worked closely on behalf of the artist and the W brand & local property teams to curate a strong narrative around the art installation, from talent selection, to design process, to securing rights & extensions. The resulting media coverage, unveil event, Bonvoy loyalty activation, and content opportunities - in addition to a limited edition of mural-inspired handcrafts launched by the Jordan River Foundation - helped create sustaining amplification with above target results.
RESULTS
- 10+
Major coverage in 10+ livestyle media outlets including Architectural Digest, Harper’s Bazaar, Conde Nast Traveler, and Middle East Hotelier - 350+
attendees at launch event - 12+
Over a dozen custom merchandise projects with all proceeds going to the Jordan River Foundation - 100+
entrants to Marriott Bonvoy masterclass experience with artist Dina Saadi
How We Collaborated
Talent Identification & Execution / Art Direction & Creative Oversight / Partnership Strategy / Digital Engagement / Content Capture
“The striking pops of colour and figurative elements imbue ancient history with modern glitz”
Harper’s Bazaar Arabia
