Combining the personality and style of a boutique hotel with the reliability, consistency and attentive service of a major business hotel, W Hotels has redefined the upscale hotel experience – becoming the most successful new hotel brand in the industry. With hotels in more than 20 major cities, W Sydney is the only hotel in the group outside North America.

The marketing for the whole W group is run out of their head office in New York. Previously Christmas promotions had centred on the traditional American concept of Christmas, inviting guests to 'wrap up warm' or 'throw another log on the fire'. When it's 34 degrees in the shade, Sydney's experience of the festive season differs slightly from its American cousins.

Layfield branded the campaign 'Christmas at W' by repeating the group's logo – a simple Futura W, to form a star. The star is used across all promotional material, press, coasters, menus and the obligatory Christmas card. Layfield also created the campaign for 'Halloween at W' by again repeating the group's logo, this time to suggest the nocturnal bats against the night sky.

Team Credits

Stephen Layfield

  • Creative Director


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Stephen Layfield
Creative Director