Situation

We have established JW Marriott’s culinary platform – “Taste of JW”, creating memorable moments by delivering luxurious and unique dining experience. After launching 3 themed F&B campaigns of Art, Tradition and Journey, to bring our “Taste of JW“ to life, we hosted a culinary festival in JW Singapore – Taste the Moment, a theme that ties with previous 3 themes acting as grand finale featuring 6 chefs from around APAC for a unique dining experience and workshops.

Brief

To create a digital campaign to drive awareness and ticket bookings for “Taste of Moment” culinary event, which consists of key visual development, digital assets like website and paid social. This campaign needs to deliver 6 chefs’ story in an engaging way.

Objectives

• To further uplift and enhance JW Marriott’s culinary image in APAC

• To increase F&B revenue and bookings.

• Drive awareness of our unique culinary experiences.

Implementation and timeline

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 told the stories behind their moments of triumph, and how these moments inspired their signature dish. We also collaborated with the chefs to design masterclasses for the upcoming event to further bring their stories to life. Campaign period 19th of January - 23rd of March 2018.

Placement and scale

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.