Actor Lee Min Ho brings all the feels in JW Marriott's K-drama-inspired campaign

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K-fever has officially landed at luxury hotel brand JW Marriott with the launch of a new Korean drama-inspired campaign starring South Korean actor, Lee Min Ho.

The global campaign, titled “Stay in the Moment”, features a short film that aims to underscore the beauty of human connections.

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The video, which was filmed at JW Marriott Seoul and Jeju properties, tells the dramatic story of a wayward son reconnecting with his family. He reminds them in the short film what it means to be there for each other and how to stay present in the moment, dissipating a world of tension.

The video underscores the beauty of human connections, emphasising themes of self-discovery and strong familial bonds that are forged in unforgettable moments, said JW Marriott.

“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 Jody Friedericks, global executive creative director at 160/90, the cultural marketing agency that worked with JW Marriot on the campaign.

The campaign is currently running in theatres and on social media with OOH and TV activations as well. It also saw large media buys across the Asia Pacific region, the United States, and Canada.

On a corporate front, Marriott International’s loyalty programme, Marriott Bonvoy, recently launched its “Spark this moment” campaign earlier this year. In a similar vein to the “Stay in the moment” campaign, “Spark this moment” invited corporate travelers to reconnect with each other, create special moments, and build memories.

According to a press release, the initiative encouraged people to meet through the concept of SPARK, which stands for success, passion, appreciation, relationships and kindness. It was founded on the concept that new ideas flow when people come together, discover local cultures, share delicacies and good times, and have more in-person meetings.

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