Jim Frame
EVP, Director of Broadcast Production at Humble
New York, United States
TitleRush Hour
Agency
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 Using the motion of the trains, images lining the tunnel walls act like a giant flipbook. During A.M. traffic, riders will see a signature Westin botanical unfurl, tagged with “Morning stretch.” Evening commuters will see a crashing wave, tagged with “Rush hour.”
Philosophy 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.
Result “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
Length
Chief Creative Officer
Group Creative Director
Art Director
Art Director
Art Director
Copywriter
Director of Broadcast Production
Executive Agency Producer
Production Company

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