Westin Hotels & Resorts, part of Marriott International, Inc., today unveiled its first global brand campaign in more than five years, taking on the disruptions, distractions and unpredictability of travel and empowering travelers to embrace well-being as a way to regain control of their routines and be their best while on the road.
The $30 million dollar, integrated advertising campaign Ð called Let’s Rise Ð communicates Westin’s commitment to its guests’ well-being before, during and after their stay. Beginning today, the Let’s Rise campaign will be featured in broadcast, digital, radio and out-of-home channels, with print placements to follow later this year. The Let’s Rise mantra will also serve as an anchor for the wellness programs and partnerships that roll out for guests and associates throughout the year.
ÒWe have even seen honeymooners embrace well-being more holistically; in the United States alone, 80% of couples reported being more active and health-conscious during their honeymoon than at home. And, 40% are running together as a way to decompress, disconnect and be a tourist at the same time.Ó
Westin’s Let’s Rise campaign is inspired by and illustrative of the wellness and travel trends fueling the future of both industries, as articulated in a new global study conducted in partnership with StudyLogic that surveyed travelers in North America, Mexico, the United Kingdom, Germany, the United Arab Emirates and China. The results show a seismic shift in the way today’s travelers prioritize their well-being. With less time and more disruptors on the road, they are reinventing business and leisure travel to put things like fitness first with new vigor to pursue mindfulness and adventure.
ÒLet’s Rise is perfectly positioned to connect with travelers as more of a rally-cry than a brand campaign, given today’s over-scheduled and always-on culture,Ó said Brian Povinelli, Global Brand Leader, Westin Hotels & Resorts. ÒAround the world, we are seeing travelers realigning their priorities to put their well-being first, and Westin is proud to empower our guests to rise to the occasion and be their best selves on the road.Ó
Brand Campaign Challenges Travelers:ÊÒWill You Get Up, or Will You Rise?Ó
Westin worked with San Francisco-based Venables Bell & Partners to develop the multi-faceted campaign, consisting of multiple executions in which travelers take control of their well-being. Illustrating guests enabled to wake up early for a run, stay on track with healthy eating goals, and find time to revitalize with an incredible night’s sleep, the campaign aims to connect consumers to the signature programs inherent in Westin’s DNA Ð from the iconic Westin Heavenly Bed to its workout Gear Lending program in partnership with New Balance Ð 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.
Because morning is the first and best opportunity to take control of the day ahead, the campaign uses morning light as a consistent creative device to speak to the potential that the morning holds. Overall, the campaign calls consumers to answer a simple question, ÒWill you get up, or will you rise?Ó
For more information about the Westin brand’s Let’s Rise platform, please visit here