Westin Hotels & Resorts on Thursday unveiled its first global brand campaign in more than five years, a multi-million dollar, integrated advertising campaign called Let’s Rise, which 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.
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.
“Let’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,” said Brian Povinelli, Global Brand Leader, Westin Hotels & Resorts. “Around 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.”
Brand Campaign Challenges Travelers: “Will You Get Up, or Will You Rise?”
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 – from the Westin 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.
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, “Will you get up, or will you rise?”
Westin continues to evolve its programs in lockstep with the increasing global demand for well-being and the holistic role it plays in peoples’ lives.
- This year, hotels around the world will unveil updates to the signature 24/7 WestinWORKOUT fitness studios, reflecting how people are exercising today with more stretching, strength and core equipment.
- The brand will continue to grow its Gear Lending partnership with New Balance, giving guests access to workout gear without the hassle of packing it, and introduce additional RunWESTIN Concierges, who encourage runners of all levels to grab a running map and join them on scenic routes through cities, along beachfronts and amid rural landscapes.
- Westin will introduce a complimentary Sleep Well Lavender Balm bedside amenity, infused with the calming essential oils of lavender and chamomile.
- This follows of 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.
Scheduled to open 50 hotels in the next 5 years, Westin will debut in emerging destinations as diverse as Indonesia, Jordan, Malaysia, the Philippines, Taiwan and Vietnam, on the heels of growth in established markets including Hamburg, Dubai and Denver.
“Looking ahead, we’re also seeing increased intention to explore smaller cities,” Povinelli continued. “This aligns closely with Westin’s robust pipeline particularly in the Americas, with openings in Milwaukee, Chicago, Sarasota and Cozumel on the horizon.”