| Заголовок | Escalator Chicago |
| Агентство |
Deutsch NY
|
| Кампания |
This is How it Should Feel - Westin
|
| Рекламодатель |
Westin Hotels & Resorts
|
| Бренд |
Westin
|
| Дата первой трансляции/Публикации |
2007 / 7
|
| Бизнес сектор | Отели, курорты
|
| Слоган | This is how it should feel. |
| История | Commuters will no longer associate delays with waiting for a train. Instead, as the image suggests, Westin will evoke the feeling of floating on a surfboard, waiting for the perfect wave to roll in. Appointments will no longer refer to your 3:30 status meeting, but remind you of tee-time. |
| философия | Westin has always been dedicated to providing hotel guests with transformative experiencesexperiences 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. |
| Проблема | The competitive landscape in the hotel/hospitality industry is filled with images of fluffy beds, room shots and other typical hotel amenitiesimagery that shows what guests will get. Westin breaks the mold conveying how guests will feel at Westina rejuvenating, personal experience, free from the stresses of travel and a new perspective on everyday life. |
| Результат | The 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. |
| Тип медиа |
На открытом воздухе / вне дома
|
| Главный креативный директор |
Heh Assoc
|
| Креативный директор группы |
Scott Schindler
|
| Арт-директор |
Helena Thorsell
|
| Арт-директор |
Eric Rojas
|
| Арт-директор |
John Cheung
|
| Копирайтер |
Mike Leibowitz
|
| Director of Broadcast Production |
Jim Frame
|
| Продюсер исполнительного агентства |
Eve Kornblum
|
| Продакшн Студия |
Isle 8 Productions
|
