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.
Philosophie
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.
Problème
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.
Résultat
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.
