Ever Stay At A Westin Hotel? Maybe You Should…

Westin Hotels, Deutsch New York and small marketing agency Electric Artists just launched an outdoor campaign that emphasizes the chain’s year old tagline: “This Is How It Should Feel.” The $30MM experiential campaign is turning busy, hectic areas into “places of renewal.” There no shots of the rooms, people checking in or any other hotel amenities. We love that the campaign attempts to pull an emotional response out of the consumer rather than shoving advertising copy down their throats through a pairing of unusual technologies and more traditional expierences. The campaign consists of innovative grab bag including 3-D and Bluetooth billboards, image-shifting lenticulars and sub-media (ads that appear to move on the train tunnel walls, much like a giant flip book). Rolling out in major cities including Chicago, Boston, Atlanta and San Francisco, the campaign culminates on August 1st in New York City where we became immersed in a truly amazing experience. How often do we say that? Oh… never. We literally walked onto a train which was completely wrapped with 360-degree imagery of a lush rain forest, tropical scuba dive or a soothing sauna leading to an icy lakeshore. Escalators are turned into waterfalls and interactive billboards invite passersby to download soothing ringtones. There are plenty more interactive executions taking place. You can read about them all here or check out images of all the creative here.

“What better way to convey the Westin Renewal experience than to literally surround consumers with positive experiential messages in subways and airports and on highways, where they are most stressed and yearning for an escape?,” said Sue Brush, Senior Vice President, Westin Hotels & Resort.