W Hotels website embraces the idea that ‘every company is a media company’

Several years ago tech journalist Tom Foremski famously proclaimed, “Every company is a media company,” and since then a lot of organizations have reaped the benefit of creating content that inspires, informs, and entertains. One of those is “The Angle,” a magazine published online by W Hotels, a trendy brand in the Starwood Group that attracts young, affluent guests. 

For its demonstration of how a brand can be entertaining as well as informative, W Hotels has earned first place in the “Website” category of PR Daily’s 2016 Content Marketing Awards.

“The Angle” aims to align the W Hotels brand with topics its demographic is passionate about, such as design, fashion, and music—labels that sound like sections of a lifestyle magazine. It wanted to be viewed as an authority on those topics, which would increase brand awareness and lead to more business. 

“The Angle” produces at least 10 new pieces of content each month, including music and interviews recorded at W Sound Suites (private music studios and writer’s rooms in some W hotels). Cocktail recipes, features about chefs, coverage of parties at (and near) W Hotels—these are the kinds of stories being read (and videos watched) by an audience of about 50,000 since its launch in April 2016. 

The site itself is bright and lively, and the content created with laser-like focus on the target audience. 

Congratulations on their success to Suzanne Cohen, Danielle Wieder, Catherine Flexnor, Brad Wulff, Alyssa Kiefer, Camilla Johansson—and Sweden Unlimited.