Discussion Paper: Analyzing W Hotel Advertisement in Australia

This discussion paper analyzes a W Hotel advertisement in Australia, focusing on its re-entry in 2018. The paper examines an advertisement by Jaclyn Hosking, using the AIDA model (Attention, Interest, Desire, Action) to evaluate its marketing effectiveness. The analysis considers the hotel's target audience, the advertisement's design, and its ability to attract consumers. The advertisement features the 'W' logo integrated with iconic Australian imagery, aiming to appeal to both urban and nature-loving tourists. The paper also references the hotel's location in Brisbane and its association with the Marriott International group, highlighting the blend of luxury and natural attractions. The conclusion suggests a promising future for the hotel in Australia, supported by the advertisement's strategic design and consumer appeal.

Running Head: ANALYSIS OF W HOTEL IN AUSTRALIA
Analysis of W Hotel in Australia
Name of Student
Name of University
Author Note

1ANALYSIS OF W HOTEL IN AUSTRALIA
A major part of the tourism or the hotel industry works on how well the products are
marketed to the audience or the consumer. The hotel industry benefits a lot from the print and the
digital advertisements. These advertisements plays a big part in creating an idea in the mind of
the consumer, the consumer gets attracted to the product by seeing the way it is being marketed.
In the light of this technique of advertising, this essay will analyze the W Hotels which re-
entered Australia in the year 2018. The new advertisement by Jaclyn Hosking gained a lot of
popularity among the consumers. This essay will analyze the advertisement with the help of the
AIDA model which is an acronym for attention, interest, desire and action.
The advertisement chosen for this essay is the one by Jaclyn Hosking on the re-entering
of the W Hotels in the country of Australia. In the year 2018, the W Hotels returned to Australia
with the city of Brisbane being its first stop (news.marriott.com 2019). An Australian developer
named Grocon developed the hotel and the construction was funded by the company Greaton
Group. The W Hotels had 593 guest rooms and the entire construction will be completed in the
year 2020. This is the third installment of the W hotels after the cities of Sydney and Melbourne.
The W hotel in Brisbane already opened in the year 2018 while the hotel in Melbourne is
supposed to open in the year 2020 (news.marriott.com 2019). W Hotel Worldwide is part of the
Marriot International group. Owned by the Shayher Group, according to some reports the hotels
will be very popular addition to the South East Queensland (Staff Writer 2019). The hotel is both
cater to the people who like the fast paced urban lifestyle and also to the people who loves the
nature as the hotel is overlooking the Brisbane River.
Brisbane is one of the fastest growing cities in the world, and that is the reason why the
W group started its business with the city of Brisbane (Hondula and Barnett 2014). The
advertisement that is chosen for this essay is the one by Jaclyn Hosking, which shows a big W

2ANALYSIS OF W HOTEL IN AUSTRALIA
written over a tall building, the W has pictures form all the natural attractions of the country of
Australia.
Figure 1

3ANALYSIS OF W HOTEL IN AUSTRALIA
Source: w-hotels.marriott.com (2019)
From the above advertisement it is clear that the hotel is trying to reach out not only to
the urban dwellers but also to the nature lovers who visit Australia from all over the world. The
‘W’ is the design has pictures of the famous Australian Opera House, the under sea creatures
and it is an island and the fauna in Australia is world , the W also has picture of the mountains
and most importantly the thing that the country is known by Kangaroos. The design has been
very strategically done as it lets the consumers know that the hotel does not only stand for ultra
luxurious living but also providing its consumers with the slice of nature. The W in the design is
placed on the black and white background of the humungous structure. This structure represents
everything that Marriott and W stand for luxury and comfort. The design is strategic in the sense
that it tries to say that it attracts both type of customers, one who like to enjoy the nature and the
other who like only the luxury when coming to a new place. The brand Marriott is associated
with the ideas of luxury and comfort, however most of the tourist that visit Australia, come to the
country to experience the nature that it has to offer, the Great Barrier Reef, the mountains the
beaches is what attracts the tourists, the W through this advertisement tries to say nature and
luxury both can be experienced.
This advertisement will be analyzed using the AIDA model. The term AIDA is an
acronym for attention, interest, desire and action (Hassan, Nadzim and Shiratuddin 2015) This
model is mainly used in marketing that describes the number of steps that the customer go
through while they are purchasing a product. This model has been used since the late 19th
century. The model was developed by American businessman E.St.Elmo Lewis in the year 1989
(Wijaya 2015). The first step in the model is to attract attention, from this advertisement it can be
said that it attracts the attention of the audience. The design is quite eye-catching as it shows the

4ANALYSIS OF W HOTEL IN AUSTRALIA
wonders that Australia has to offer and what the customers can expect. The second level in the
AIDA model is to maintain the interest; the design gives an overview of what can be expected of
the hotel. From the design it can be said that the humongous structure might hold the interest of
the audience. The design definitely creates a desire in the mind of the consumer; this is the third
level of the model. The design creates a certain kind of curiosity in the mind of the consumers.
The final level is the taking action, the audience might or might not want to buy the product but
the attraction is created that is guaranteed.
This essay concludes that through the AIDA model it can be said that the company will
have an interesting future in the country of Australia and the design ensures that the audience
stays attracted to the product.

5ANALYSIS OF W HOTEL IN AUSTRALIA
Appendix
Figure 1
Source: w-hotels.marriott.com (2019)

6ANALYSIS OF W HOTEL IN AUSTRALIA
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