| Title | The Big Dig |
| Agency |
Deutsch NY
|
| Campaign |
This is How it Should Feel - Westin
|
| Advertiser |
Westin Hotels & Resorts
|
| Brand |
Westin
|
| Date of First Broadcast/Publication |
2007 / 7
|
| Business Sector | Hotels, Resorts
|
| Tagline | This is how it should feel. |
| Story | 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. |
| Philosophy | 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. |
| Problem | 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. |
| Result | 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. |
| Media Type |
Outdoor/Out of Home
|
| Chief Creative Officer |
Heh Assoc
|
| Group Creative Director |
Scott Schindler
|
| Art Director |
Helena Thorsell
|
| Art Director |
Eric Rojas
|
| Art Director |
John Cheung
|
| Copywriter |
Mike Leibowitz
|
| Director of Broadcast Production |
Jim Frame
|
| Executive Agency Producer |
Eve Kornblum
|
| Production Company |
Isle 8 Productions
|
