W Punta Cana marked a major milestone for the brand: the debut of W Hotels’ first-ever luxury all-inclusive. The objective was to introduce the property in a way that rejected category conventions that were (and are) typically defined by underwhelming programming and formulaic experiences, and instead showcased what “all-inclusive” could look like through the W lens: bold design, best-in-class food & beverage, and culturally driven music experiences like those powered by W PRESENTS.
The idea was rooted in a simple belief: all-inclusive should feel all-in. That meant building an opening moment that blended W Hotels’ cultural DNA across music, design, nightlife, and local inspiration, with the immersive, everything-at-your-fingertips spirit of the all-inclusive model. The strategic intent was to differentiate W Punta Cana for the next generation of luxury travelers, who prioritize curated, experiential, and socially relevant travel over traditional resort stays.
To achieve this, the launch emphasized real-time social storytelling. A hybrid team of photographers and social-first creators captured hi-fi and lo-fi content simultaneously, enabling same-day posting that drove early momentum. This approach positioned W Punta Cana not as just another resort opening, but as a cultural moment worth following live.
The specific goals were to:
The launch of W Punta Cana required redefining what a luxury all-inclusive could be, moving the category away from outdated expectations and toward an elevated, culturally charged, W Hotels-style experience.
Our approach centered on three pillars: cultural credibility, real-time creativity, and next-generation storytelling.
1. A Strategic Reframing of the All-Inclusive Category: W Hotels’ POV—all-inclusive as all-in—guided our strategy. To distance the property from the typical all-inclusive stigma, the campaign prioritized premium F&B, elevated programming, and W PRESENTS music experiences that showcased the true depth of the brand’s cultural DNA. Every creative and operational decision reinforced differentiation.
2. Pop-Up Takeovers in Feeder Markets: Ahead of launch, we activated two pop-ups in key feeder cities, New York City and Mexico City, to give local audiences a taste of Punta Cana’s culture, programming, and energy. These events blended live music, mixology, and culinary previews to build anticipation IRL and online. They functioned as cultural primers, warming up high-value audiences and establishing early narrative traction before the resort opened its doors.
3. A Hybrid Content Model: To launch with impact, the team leaned into a dual capture strategy combining hi-fi editorial and lo-fi creator-first content. Two photographers, a nimble social-first creator team, and on-site editors worked in tandem to produce same-day assets for immediate publishing.
Simultaneously, we captured a bank of lifestyle content designed to fuel multi-month sustain programming, ensuring social momentum beyond opening weekend.
This model turned the launch into a living, unfolding story, blending W Hotels’ luxury aesthetic with the spontaneity and humor that drive platform-native engagement on TikTok and Instagram.
4. Creator, Celebrity & Taste-Maker Impact: The opening brought together artists, influencers, tastemakers, and celebrities, each chosen for their resonance with the next generation of luxury travelers. Rather than treating them as paid amplifiers, we integrated these KOLs directly into the experience, featuring them naturally across programming, content capture, and in-resort storytelling. Their authentic presence helped position Punta Cana as a destination for culture-seekers, not just vacationers.
5. W PRESENTS as a Cultural Anchor: The brand’s global music platform served as the cornerstone of the launch programming. Multi-day performances showcased how live music could redefine the all-inclusive experience, further aligning W Punta Cana with W Hotels’ global cultural identity.
6. Navigating Challenges with Agility: Launching a full content strategy in a new category required balancing brand guardianship with social agility. The team overcame traditional production constraints by using local creators and nimble crews, allowing real-time content that felt fresh, socially fluent, and deeply reflective of the moment.
Ultimately, the launch introduced W Punta Cana not simply as a hotel, but as a cultural event, a reimagined all-inclusive model, and the next evolution of W Hotels’ global expansion.
The launch of W Punta Cana became W Hotels’ most successful premiere to date, delivering record-setting performance across earned, owned, and creator channels. Across earned content, 43 active influencers produced 370 posts that generated 7.4M+ impressions, 160K engagements, and a 4.65% engagement rate, proving a strong organic appetite for a next-gen take on the all-inclusive category.
On owned channels, our real-time strategy was a defining factor. Over the course of the weekend, the team published 12 real-time in-feed posts, creating continuous momentum across platforms. Paid Instagram content drove 3.6M+ impressions, 476K+ engagements, and an 12.4% engagement rate, while paid TikTok delivered even stronger performance with 8.4M+ impressions, 1.6M+ engagements, and a stunning 19.1% engagement rate—surpassing luxury and category benchmarks. And, across all content, the launch generated over 14.7k+ shares and saves, proving we generated relevance among key audience groups.
Organic content delivered some of the best results W Hotels has seen in 2024-2025. Organic Instagram posts generated 281.3K impressions and 2.1K engagements, while organic TikTok achieved 73.6K impressions, 9.1K engagements, and a 12.4% engagement rate. We also went viral. Audience comments such as “Social media manager getting a raise for this” and “Need to meet whoever runs this account 🤭” highlighted not just engagement, but emotional connection to the brand’s voice and storytelling.
Collectively, the launch generated millions of impressions, viral engagement, and sustained cultural buzz, exceeding all KPIs in impressions, engagements, shares/saves, and ER. W Punta Cana established a new blueprint for how W Hotels can enter a category, dominate social conversation, and redefine luxury for the next generation of travelers.
