MORGANS HOTEL GROUP

As Chief Marketing Officer of Morgans Hotel Group, Williams led a team developing global brands and marketing strategies, and positioned the company for long-term growth and innovation around the world. His PR team landed the cover of Condé Nast Traveler’s “Hot List” for Mondrian South Beach. His marketing plan leveraged the MHG brand positioning with a strong emphasis on viral, public relations, partnerships, online, entertainment, nightlife and event marketing. “F*ck The Recession,” “RecessIsOn,” "The World Needs Interesting" and the Recess Sessions were all original in their use of mobile, text and social networks, including the first hotel company to launch QR code. He installed Reload, a new “performance retail” pop-up boutique concept in London and Los Angeles hotel gift shops, and his relaunch of the award-winning website achieved unprecedented first-year growth.

MONDRIAN SOUTH BEACH LAUNCH

In 2007, Morgans Hotel Group rolled out a new $150 million sexy, South beach sister to its Delano and Shore Club siblings. Designed by world-renowned Marcel Wanders, Mondrian South Beach embodied MHG’s “Modern Resort” concept, bringing the best of both worlds into perfect balance. This short film set the tone as a true “tease” for the opening of the hotel.

“The campaign asserts there is much to be gained by getting out there and welcoming what the world has to offer.”
THE NEW YORK TIMES

**F*ck The Recession/ RecessIsOn**

In a break from category norms of marketing during a challenging economic climate, F*ck The Recession/RecessIsOn was launched as an aggressive campaign standing in optimistic defiance and positively embracing the recession as a time for creativity to flourish. The ITO Partnership developed strategy and creative.

Case Study Part 1
Case Study Part 2

RECESS SESSIONS

A bold and provocative continuation of Morgans’ innovative “FTR”/RecessIsOn campaign, the Recess Sessions are a series of eight original music videos shot in cinéma vérité style. Each video was set in the rich environments of Morgans’ hotels and included three separate segments with a musical performance, interview and footage of the artists playing on property. All of the content is intimately shot and previously unreleased.

In keeping with their philosophy of defiance against the recession, Morgans’ Recess Sessions celebrated the idea that you never know what is going on behind closed doors at Morgans’ hotels and gave their guests permission to explore and to play again. With authentic performances from cutting-edge artists including Miho Hatori at Morgans, Au Revoir Simone at Hudson, Miss Derringer at Mondrian in Los Angeles and Curumin at Royalton – filmed by independent directors Vincent Moon and Mark Wilkinson, the Recess Sessions furthered Morgans’ unique history of collaborating with innovators in an effort to create rich experiences for their guests.

We released the entire series of music videos at the height of the recession. Here are a couple.

THE WORLD NEEDS INTERESTING

In 2007, Morgans Hotels felt it more important than ever to differentiate from the allure of discount hotels and reaffirm our position as the leader in the boutique market offering unique and inspiring experiences to our guest. This brand campaign offered up an emphatic and emblematic piece of advice and encouragement to our target, “Maximizers,” who were looking for a solution: “The World Needs Interesting.”

The campaign delivered over 70 million impressions. Our target audience “Maximizers” was engaged and visitation to MHG website increased by 2% of room night production. Increased awareness and “buzz” are evidenced by articles in both Fast Company and The New York Times.

The World Needs Interesting Case Study

As a proof point to the widely successful print advertising campaign, this short video captured all that was “interesting” in every square foot at Morgans.

THE WORLD NEEDS SOME R-RATED R&R

This spot proved that at the height of the country’s recession, the best spot for some R&R was at Morgans.

Creating a cutting edge video proves the aesthetic that “has always been the driving force behind the group, which counts on design and a sexy vibe to lure its target audience.” – Fast Company