JW Marriott Gold Coast Resort & Spa

The property transitioned from a standard Marriott to become the first JW Marriott in Australia, marking a significant shift in positioning. This rebrand required elevated storytelling, visual alignment, and consistent guest communication to reflect JW Marriott’s luxury identity.

The Challenge

To ensure the rebranding from Marriott to JW Marriott was seamlessly reflected across content, digital presence, and guest-facing messaging — elevating perception and aligning with the brand’s luxury standards.

Our Approach

As the ownership’s representative, Tellmysaga provided ongoing content and brand alignment guidance. We worked collaboratively with the marketing team to refine social media tone, website visuals, and storytelling — ensuring a consistent, elevated brand presence.

Our role continues today through monthly advisory check-ins, where we offer feedback and perspective to support the hotel’s ongoing communication efforts.

Outcome

JW Marriott Gold Coast is now positioned as one of Australia’s leading luxury resorts — with a clear brand identity, refined communications, and award-winning visibility. Our continued involvement helps maintain consistency and long-term brand strength.