Westin Hotels & Resorts, part of Marriott International, Inc., unveiled its first global brand campaign in more than five years, taking on the disruptions, distractions and unpredictability of travel and empowering travellers to embrace wellbeing while on the road. The $30 million integrated advertising campaign, called Let’s Rise, and communicates Westin’s commitment to its guests’ wellbeing before, during and after their stay. It will be featured in broadcast, digital, radio and out-of-home channels, with print placements to follow later this year and will also serve as an anchor for the wellness programs and partnerships that roll out for guests and associates throughout the year.
Westin’s Let’s Rise campaign is illustrative of the wellness and travel trends fuelling the future of both industries, as articulated in a new global study conducted in partnership with StudyLogic. The results show a seismic shift in the way today’s travellers prioritize their well-being. “Let’s Rise is perfectly positioned to connect with travellers as more of a rally-cry than a brand campaign, given today’s over-scheduled and always-on culture,” said Brian Povinelli, Global Brand Leader, Westin Hotels & Resorts. “Around the world, we are seeing travellers realigning their priorities to put their well-being first.”
Westin worked with San Francisco-based Venables Bell & Partners to develop the multi-faceted campaign. It aims to connect consumers to the signature programs inherent in Westin’s DNA – from its Heavenly Bed to its workout Gear Lending program in partnership with New Balance – all designed to embody the brand’s Six Pillars of Well-being: Sleep Well, Eat Well, Move Well, Feel Well, Work Well, and Play Well.
The brand will continue to grow its Gear Lending partnership with New Balance, giving guests access to workout gear and introduce additional RunWESTIN Concierges, who encourage runners of all levels to grab a running map and join them on scenic routes through cities. Westin will introduce a complimentary Sleep Well Lavender Balm bedside amenity, infused with the calming essential oils of lavender and chamomile. This follows on the heels of a refresh to the signature White Tea Aloe Bath & Body products, which have been reformulated and redesigned to be paba-free, paraben-free, and dye-free.
