Bangkok--18 Oct--GHC Asia
Westin ‘For a Better You’ Ad Campaign Redefines Hotel Advertising LeveragingNon-Traditional Imagery to Bring the Westin Brand Experience to Life
Westin Hotels & Resorts today announced the launch of For a Better You, an innovative marketing campaign designed with guests’ complete well-being in mind. Building upon the Westin brand’s distinctive positioning around lifestyle experiences and choices which make you feel better,the campaign features an interactive website that focuses on essential elements of well-being and wellness tips, and a creative print ad campaign.
“The innovative For a Better You campaign is underpinned by the Westin brand’s promise of helping guests leave feeling better than when they arrived,” saidVincent Ong, Brand Director for Westin & Sheraton Hotels & Resorts Asia Pacific. “The top things consumers do today to improve their well-being while travelling include maintaining their exercise routine, eating better or visiting a spa. For a Better You conveys our understanding of our guests’ needs. It highlights how programming at Westin helps guests be at their best and be more productive, stay fit, rest better and check out feeling completely renewed.”
Enhancing Wellness, the Westin Brand Promise
The For a Better You campaign highlights the various amenities and features of the Westin hotel experience as encapsulated in the “elements of well-being” designed to deliver on six benefits:
- FEEL WELL - A tranquil, sensory welcome that lifts moods, from check-in to checkout, and beyond.
- SLEEP WELL — Luxurious comfort with the world renowned Heavenly Bed?.
- EAT WELL — Healthy eating on the road made easy with Westin’s SuperFoodsRx? menu of specific, delicious foods pairings designed to boost nutritional value.
- MOVE WELL — Customized workouts, including the best local running routes, with industry-leading programs, equipment and studios.
- WORK WELL - Optimisation of productivity with Clutter-Free Meetings, thoughtful and streamlined spaces designed especially for work.
- PLAY WELL — Blissful treatments at the Heavenly Spa by Westin? while the kids are engaged and entertained at Kids Club?.
Innovative, Interactive Website
The For a Better You website (westinwellbeing.com) offers information and tips on well-being that guests can access either at home or on the road. The site, decked in calm neutral and natural hues, features 365 elements of well-being, or one tip a day. Designed to be an easy read, each tip is accompanied by simple artistic imagery that evokes a sense of wellness. Site users have the option to share the tip with friends via facebook and twitter.
One example of a Work Well tip is the advice to check email sparingly, avoiding disruption caused by the constant influx of messages. This tip suggests that a more productive way of working could be to set specific times during the day to read and reply to emails.
The website is available in three languages: English, Chinese, and Japanese.
Artistic Ad Campaign
For a Better You utlizes artistic imagery in print and online advertising to depict the Westin brand experience and drive consumer interest to visitwestinwellbeing.com. In a departure from traditional hotel advertising, the new campaign is devoid of room and property shots. Instead, the Westin hotel experience is brought to life through a series of images created in a studio setting. Complemented by smart copy, the ads capture the essence and benefits of each brand experience program.
The Westin Heavenly Bed(R) execution, for example, portrays a lady waking up on the Heavenly Bed which is floating on a sea of clouds. The accompanying copy reads: “In our experience, it’s better if you don’t arrange for an early morning meeting. Sink into the Westin Heavenly Bed and be enveloped by 10 layers of confort. Getting yourself out of bed might just be the most difficult thing you do here.”
The SuperFoodsRx? ad execution tells readers how to eat well since “we’ve prepared a delectable fusion of gastronomy and science”. And for the WestinWORKOUT, Westin provides our guests a choice to stay fit, “Depending on you, our gym is 4.2 hectares big or 42 sq metres small. At Westin, work out your way, whether in the WestinWORKOUT Fitness Studio or in your room, or explore your destination with our Run Concierge”.
For a Better You received online exposure from top news and travel websites, such as the BBC.com, Financialtimes.com and Tripadvisor.com. Whilst print ads will be featured in titles including The Wall Street Journal, The International Herald Tribune, Newsweek, Travel + Leisure, Conde Nast Traveller India, and Outlook Traveller India. The advertising campaign is in both English and Chinese.
For more information on Westin Hotels & Resorts, please visit www.westin.com or www.facebook.com/Westin. Follow Westin on Twitter, @Westin.
About Westin Hotels & Resorts
Westin Hotels & Resorts offers innovative programs that transform every aspect of a stay into a revitalizing experience. All Westin signature services — like the Heavenly Bed, delicious SuperFoods and WestinWORKOUT fitness studio — have been designed with the guests’ well-being in mind. Westin hotels, with more than 186 hotels and resorts in nearly 40 countries and territories, is owned by Starwood Hotels & Resorts Worldwide, Inc. (NYSE: HOT). Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1,112 properties in nearly 100 countries and 154,000 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis?, The Luxury Collection?, W?, Westin?, Le M?ridien?, Sheraton?, Four Points? by Sheraton, Aloft?, and ElementSM. The Company boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest (SPG), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood also owns Starwood Vacation Ownership, Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands. For more information, please visit www.westin.com