HBO Turns W Hotels’ Bungalow into “Entourage” Experience
HBO has taken over a bungalow in the newly opened W Hotels in South Beach, Miami, transforming it into a branded experience of its hit comedy series “Entourage” replete with a stainless steel ping-pong table and personal driver.
The kick off event was held poolside there last week and attended by “Entourage” star Adrian Grenier (“Vincent Chase”), fellow cast members, other VIP’s and a representative from Civic Entertainment Group, the agency that conceived and executed the promotion.
The three-level bungalow is inspired by the boys’ extravagant Hollywood lifestyle including the regulation-size ping-pong table by the artist Rirkrit Tiravanija, produced by Cumulus Studios, and photography by Marc Seliger, Danny Clinch and Michael Muller. Playstation3 and Portable systems, along with the latest games, add to the feeling of a very high-end bachelor bungalow perfect for the boys from “Entourage.”
“It’s a true branded experience in terms of the experiential elements and has a very strong brand personality,” Chris Spadaccini, HBO’s vice president of advertising and promotions, said.
Guests who book the bungalow ($5,000 per night with a two-night minimum) will also be treated to a personal driver, an afternoon of boating along the coast with a dedicated crew, a personal poolside cabana and jet skis, dinner for four at Soleà followed by table service at Wall and in-bungalow goodies from Grey Goose Vodka and Heineken.
At the other 30 W Hotels in North America, guests who book the “Entourage Package” this summer will receive an instant upgrade with a bottle of champagne and an Entourage DVD set. The promotion, launched in anticipation of season six, is being marketed at the hotels and on parent Starwood Hotels Web site.
Throughout the promotion, which ends Sept. 27, all guests will also have access to a complimentary “Entourage” channel that includes episodes from seasons four and five, in addition to behind the scenes clips from season six.
“If Vince and the boys were to jet to Miami, this is where they would want to stay,” Spadaccini said.
A supporting “Make a Friend Famous,” contest is running on Facebook through Aug. 24 at http://apps.facebook.com/entouragecontest. Players can act like a talent manager and nominate a friend with “star” quality to be featured on a Hollywood billboard. The winning talent/manager team will receive a grand-prize trip for themselves and a guest each to Los Angeles to see the billboard unveiled, including three nights at W Los Angeles-Westwood, car service, a private poolside cabana and cocktails under the stars.
“Entourage” takes a look at the day-to-day life of Vince, a hot young actor in modern-day Hollywood, and his entourage. The series draws on the experiences of industry insiders to illustrate both the heady excesses of today’s celebrity lifestyle, as well as the difficulty of finding love and success in the fast track of show biz.
Other W Hotels locations include Boston, Hollywood, New York City, Santiago, Washington, D.C., Athens, Barcelona, London, Bangkok, Guangzhou and Dubai.
