W South Beach
Marketing
Repositioning & Seasonal Activation
The Challenge
To pivot a legacy property away from its nightlife stigma and capture the luxury-family market, specifically targeting a lift in brand awareness and premium bookings during the traditional summer slow season.
The Solution
Led an experiential and digital brand refresh driven by performance-focused social campaigns, curated cultural programming, and a reimagined "Summer Camp" package. By architecting an ecosystem that brought top-grossing cultural tastemakers and press on-property, we transformed physical amenities into compelling, high-reach digital narratives across the wellness, fashion, and music spaces.
The Result
Delivered high-impact, performance-driven campaigns that successfully expanded the property’s audience base, generated significant editorial press coverage, and drove definitive year-over-year sales growth.
Property Film / May 2022
CAMP WSB / June - August 2022
A reimagined summer camp package to showcase property amenities, inviting press and influencers to leverage reach/awareness.
Miami Art Week / 2022
In collaboration with W Hotels and Mambo Creatives, two inspiring installations came to life by rising artists Pilar Zeta and Miranda Makaroff. These partners and collaborators bring fresh perspectives and share our core values, including inclusivity, curiosity, and originality.
"An Amphibious Love Affair" by Miranda Makaroff
At the center of the multi-faceted, pool-deck experience is a mysterious siren from the sea, an amphibious, fluid creature that breaks the ules of the archetype
Future Transmutation by Pilar Zeta
Argentinian-born artist Pilar Zeta presents a large-scale interactive sculptural garden and pathway that engages with mathematics, astronomy, and occult philosophies as creative devices.
Bungalow Takeover, Surface Magazine x Polygon
Surface Magazine and web3 platform Polygon presented an immersive, art-forward oasis in our tri-level poolside Bungalow. Designed to blend the physical and digital creative worlds, the Bungalow served as a mecca for innovative discovery with installations by MokiBaby, OffLimits, Recur, Spatial Labs, LNQ, and WORTHLESSSTUDIOS.