W Hotel Grand Opening Buckhead - A Cotillion with a W Twist

Niche
Date
Role
Services
Lifestyle Hotel Brand
2009
Marketing
Digital Marketing | Creative Concepts
Niche
Lifestyle Hotel Brand
2009
Date
Role
Marketing
Services
Digital Marketing | Creative Concepts
[ goal ]
To create an unforgettable grand opening event that positioned the W Hotel Buckhead as the place to stay, play, and be seen in Atlanta. The goal was to drive buzz, attract influencers, media, and celebrities, and showcase the W’s signature modern luxury.

The Concept

A reimagined Southern cotillion ball, infused with the W Hotel’s bold, irreverent style. The vision was a high-society coming-out party—but make it fashion-forward, modern, and disruptive.

[ solution ]
What

we did ?
Creative Activations: 1. Floral Couture & Champagne GownsModels were dressed in jaw-dropping designs: A full ballgown constructed from real flowers and cascading ribbons. A champagne skirt that held flutes of bubbly, served directly to guests by the living centerpiece. 2. Guerilla Glamour (Pre-Event Teasers)To build anticipation in the days leading up to the opening:A branded acrylic truck with models in W robes engaged in playful pillow fights, parading through the city streets.
3. A model in a W robe riding a Segway, handing out W Hotel promotional materials and invites.At the GA-400 toll booth, models in W-branded T-shirts paid drivers' tolls, gifting them a surprise taste of W hospitality.These activations created viral moments and community excitement long before the doors opened.‍
Venue Buzz: The hotel opened its doors 80% full, with VIPs and celebrities booking suites and rooms. • Whiskey Blue Rooftop Lounge: Operated by The Gerber Group, Whiskey Blue became an instant hotspot, featuring: Panoramic Buckhead skyline views Handcrafted cocktails Chic lounge vibe with curated music that set the tone for Atlanta nightlife
Media & Press Coverage The event drew major media attention from both local and national outlets, with features highlighting: The immersive and imaginative theme Celebrity attendance W Hotel’s luxurious amenities and modern design
Results 80% occupancy on opening night, driven by buzz and celebrity draw Elevated the W Hotel Buckhead into Atlanta’s luxury lifestyle conversation overnight Whiskey Blue established as an elite destination for nightlife and high-profile events
CONCLUSION

Key Takeaways
Experiential marketing done boldly can own the narrative of a brand launch Blending Southern tradition with modern W irreverence created a perfect storm of attention Celebrities, guerrilla marketing, and show-stopping visuals delivered long-lasting brand heat

Exclusive Rooftop Bar in Buckhead
Whiskey Blue
80%
Opening Day Occupancy
300,000 Impressions
Media Coverage
Celebs Hotel of Choice in Buckhead
Venue Buzz
Wow'd guests with Cotillion with a Twist
Event Them

Key Takeaways
Experiential marketing done boldly can own the narrative of a brand launch Blending Southern tradition with modern W irreverence created a perfect storm of attention Celebrities, guerrilla marketing, and show-stopping visuals delivered long-lasting brand heat