W Hotels | W Shanghai Feeder Market Stunts
To celebrate the launch of W Hotel’s newest property, W Shanghai - The Bund, we produced a head-turning PR stunt inside two of the world's busiest transportation hubs — The Oculus in New York City and Kings Cross Station in London. Inspired by the cargo bikes found on the streets of Shanghai, we designed a larger-than-life dumpling cart activation that featured colorful streamer baskets piled 18’ high.
In each market, we partnered with world-renowned chefs to create their own renditions of the soup dumpling — Chef Danny Bowien of Mission Chinese in New York City and Chef Ning Ma of Mamalan Supper Club in London. On-site programming included performances from hip-hop dancers, acrobats, and drag queens, along with a series of surprise and delight giveaway moments including complimentary stays at W Hotel properties, a dumpling making class with Chef Ning Ma, and signed cookbooks from Chef Danny Bowien
In addition to the stunts, a comprehensive tool-kit was created to enable other W properties around the world to replicate the activation.
- Project Roles
- Copywriter, Strategist
- W Hotels
- Copywriting, Creative Strategy, Strategy
- Project Industries
- International, Lifestyle, Travel/Tourism