W Punta Cana

To celebrate the opening of W Punta Cana, Plume leads the influence strategy across French and European markets, supporting the launch of a landmark property for the brand: the first all-inclusive resort within the W portfolio.

The activation is designed to introduce a new hospitality narrative, where the bold, fashion-forward DNA of W meets an elevated, experiential take on all-inclusive luxury. Carefully selected European talents, spanning lifestyle, fashion, travel and culture, translate this positioning through highly curated, editorial-driven content.

Timed around key opening moments and travel calendar highlights, the strategy focuses on generating premium visibility and strong projection, positioning W Punta Cana as a destination of choice for a new generation of luxury travelers.

From talent selection and storytelling to the articulation of the resort’s signature spaces and experiences, each initiative is crafted to deliver high-impact, organic reach while remaining true to W’s disruptive yet refined identity.

A launch conceived as a statement, introducing a new chapter for W, and redefining the codes of all-inclusive luxury for French and European audiences.