Taste the Moment by JW Marriott
A campaign to elevate JW Marriott’s culinary image amongst tastemakers in APAC through unique and highly personalized culinary experiences, and to increase food and beverage bookings and revenue.
Brilliant craftsmanship, seasoned with a lifetime of stories. The idea was to host Singapore’s first-ever story driven culinary event. This direction started with a website that featured the stories of six chefs, each with drastically different backgrounds, inspirations, and culinary style. Through in-depth interviews and research, we captured and told the stories behind their moments of triumph and inspiration, and how these moments inspired their signature dish. On top of the stories in our website, we also collaborated with the chefs to design masterclasses for the upcoming event to further bring their stories to life.
A creative identity was created for the entire Taste the Moment campaign and was adapted across all other platforms, online (Website, online banners, e-invitations) and offline (print ad, event collaterals, invitation cards). All assets, from food photography to chef interview videos, were created by traveling to various destinations and Marriott properties.
Data Gathering and Target Audience
We identified our target guests as enrichment seekers within the “Well-living” segment. They are well-traveled cultural connoisseurs with a passion for dining and well-being. They tend to lead a charmed life, enjoy the romantics within, and are always looking for ways to enrich their life’s journey.
Relevance to Platform
A website was the ideal one-stop platform to drive interest by delivering significant chef’s moments though content rich storytelling, and to drive subsequent ticket purchases to the event.
Approach
The approach was to target locals in Singapore, as well as travelers from neighboring countries within the ‘well-being’ segment. By delivering story-telling and uniquely crafted stories plus imagery we tapped straight into our enrichment seekers mindset. With a well curated website and digital campaign we aimed to raise anticipation and excitement.