• by Fern Siegel , February 18, 2025

The W Hotels brand likes to surprise its guests.

The company debuted in 1998, revamping the Doral Hotel in New York. Originally owned by Starwood Hotels and Resorts, the new model redefined the concept of lifestyle hospitality.

Since then, the chain has opened various European hotels. In September 2016, it was incorporated into Marriott holdings.

But the luxury, as noted in its latest global campaign by Tux Creative House, remains. “Hotel Tales” positions W Hotels as a living stage where stories unfold and interesting people meet. The agency's remit was to reignite the brand's relevance and the memorable moments it creates.

Actor Chloë Sevigny and artist Miranda Makaroff are featured in the spots, recounting their personal experiences at the W.

The creative is running on W platforms, social, organic and paid, as well as Conde Nast properties in the U.S., U.K., Germany and Mexico. It also runs on GQ paid socials and YouTube GQ.

Chelsea Matthews, partner-vice president, creative at Tux Creative House, told Agency Daily: “W Hotels has the unique ability to disrupt conventional norms, something they’ve done since the ’90s. When presented with the opportunity to collaborate on its first brand campaign in over a decade, we knew we wanted to have a little fun. Our objective was to reignite brand relevance and enhance awareness of their recently renovated hotels. So we created a format centered around interesting individuals recounting their interesting stays, drawing upon some of W Hotels’ most esteemed guests.”

Tux's client work includes Polo Red, Eucerin, Quip and Nike Swim.