JW Marriott launches new global tagline via K-Drama-inspired campaign

Filmed at JW Marriott Seoul and Jeju properties, the “Stay in the Moment” campaign was created by cultural marketing agency 160over90 and 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.

The video underscores the beauty of human connections, emphasizing themes of self-discovery and strong familial bonds that are forged in unforgettable moments. Starring popular South Korean actor Lee Min Ho, the campaign taps into the power of culture and the continued rise of the Hallyu wave by inviting consumers into this drama-free Korean drama. The campaign is running across OOH, TV, in theaters and on social globally – including large media buys in APAC and through US & 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,” said 160over90’s Global Executive Creative Director, Jody Friedericks. “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.”