W Hotels
ELECTRIFY THE SKY - W HOTELS
2015
To celebrate the opening of their 52nd property, The Bund in Shanghai, W Hotels worked with BMF to create a marketing tour in key urban hubs that would communicate the allure of Shanghai’s rich culture as a travel destination, while reinvigorating the W brand’s relevance and elevating consumer perception.
BMF created “Electrify The Sky,” a bold stunt at mass transportation hubs across New York City’s Oculus and London’s King’s Cross Station. Inspired by Shanghai street style cargo bikes, a towering 18-foot tall dumpling cart was constructed with pink, purple, and blue steamer baskets. Brand ambassadors in bomber jacket uniforms served dumplings from world-renowned chefs Danny Bowien (USA) and Ning Ma (UK) in custom Chinese take-out style cartons, branded with vibrant slogans.
The activations were further brought to life with featured performances from hip-hop dancers, acrobats, and drag queens, as well as prizes that were awarded at random to surprise and delight spectators throughout the day including complimentary stays at W Hotel properties.
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BRAND EXPERIENCE
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THE FABULOUS COLLECTIVE
BMF
For project inquiries and more information, please get in touch at studio@celinajoyce.com
"We loved partnering with BMF Media on the W Shanghai opening stunts, they brought to life an innovative idea that stood out in the crowd. Through the programming and partnerships with the unique chefs and their custom soup dumpling interpretations, they developed ideas that were relevant for both East and West ideology and something that was applied and replicated globally. W Hotels looks to always push the envelope and go outside the lines of luxury experiences, and our oversized dumpling cart did just that”
SENIOR GLOBAL MARKETING MANAGER
W HOTELS
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