Eve Kornblum
Director of Content Production at Deutsch NY
New York, Vereinigte Staaten von Amerika
TitelMeetings
Agentur
Kampagne This is How it Should Feel - Westin
Werbende Westin Hotels & Resorts
Marke Westin
Datum der ersten Ausstrahlung/Veröffentlichung 2007 / 7
Geschäftsbereich Hotels, Unterkunft
Slogan This is how it should feel.
Story Westin brings “places of renewal” to millions of commuters in one of the world’s busiest transit hubs: Grand Central Station. Using non-traditional methods including 3-D and Bluetooth billboards, image-shifting lenticulars, sub-media (ads on train tunnel walls that appear to move, much like a giant flip book) and complete 360 degree coverage of cars on the Grand Central/Times Square shuttle train, Westin carefully choreographs a brand immersion experience for Manhattanites using every possible media touch point in Grand Central.
Philosophie Westin has always been dedicated to providing hotel guests with transformative experiences—experiences that leave weary travelers feeling renewed and invigorated. This campaign stretches beyond the scope of hotels and turns everyday negatives into positives, transforming the mundane commute into an unexpected oasis.
Problem The competitive landscape in the hotel/hospitality industry is filled with images of fluffy beds, room shots and other typical hotel amenities—imagery that shows what guests will get. Westin breaks the mold conveying how guests will feel at Westin—a rejuvenating, personal experience, free from the stresses of travel and a new perspective on everyday life.
Ergebnis “Environmental Messaging” campaign touched in excess of 2.4 million NYC commuters, a surge of more than 2,000 visitors to their Web site www.westinadvertising.com within days of the launch and made 3.2+ million media impressions including international interest from Tokyo to Germany. Broadcast/Radio coverage included Fox 5 News, WABC-TV News, CW11 News and WCBS News Radio 880. Print coverage spanned from advertising trades such as Advertising Age and Adweek to consumer publications including front page placement in AM New York. Bloggers in particular enjoyed the Westin work with more than 450 blogs featuring the creative work, including influential bloggers from Forbes and Reuters.
Medientyp Außenwerbung
Chief Creative Officer
Group Creative Director
Art Director
Art Director
Art Director
Texter
Director of Broadcast Production
Agency Executive Producer
Produktionsfirma

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