JW Marriott has launched a K-drama-themed campaign film, “Stay in the Moment” via cultural marketing agency 160over90 that officially introduces the brand’s new global tagline. Filmed at JW Marriott Seoul and on Jeju Island properties, “Stay in the Moment” recounts the story of a wayward son reconnecting his family and reminding them what it means to be there for each other and present in the moment, dissipating a world of tension in their stay. Starring actor Lee Min Ho, the campaign looks to tap into the power of culture and Hallyu wave by inviting consumers into this drama-free Korean drama.
According to the campaign, the film underscores the beauty of human connections, emphasizing themes of self-discovery and strong familial bonds that are forged in unforgettable moments. The campaign is running across OOH, TV, in theaters, and on social globally, including large media buys in APAC and through the United States & Canada.
“We were inspired to develop this breakthrough campaign through a compelling family K-drama, which invites travelers on a journey to understand the new definition of wellness at JW Marriott, Coming to life through the new global tagline ‘Stay in the Moment,’ the campaign marries celebrity and culture to speak directly to the transformative power of travel.” said 160’s Global Executive Creative Director Jody Friedericks.
“The ‘Stay in the Moment’ campaign focuses on the discerning luxury traveler who seeks well-being, mindfulness and profound connections－all the elements that speak to the spirit of the JW Marriott brand, Lee Minho’s starring performance in the campaign video beautifully captures the JW Marriott experience, embodying the holistic and inspirational moments that shape our journeys and enrich our lives.” said John Toomey, Chief Sales & Marketing Officer Asia Pacific (Excluding China), Marriott International.
“I personally appreciate and align with the JW Marriott brand’s seamless attention to people, nature and culture, The ‘Stay in the Moment’ philosophy by JW Marriott inspires me as an actor as well. Embracing the present moment and cherishing special memories not only provides a comforting rest but also acts as a catalyst for personal growth. Additionally, it sparks my imagination and allows me to breathe life into the characters I resonate, infusing them with more vibrancy than the script merely outlined.” said Lee Minho
