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Westin is trying to carve out some brand differentiation with a $15 million campaign well-being campaign. It’s local and trendy, and probably something for the brand to feel good about.
Westin, the hotel brand that brought you the Heavenly Bed, wants guests to “Sleep Well” in it, and is putting $15 million behind a year-long well-being campaign to reinforce its lifestyle brand image.
Launched on the first day of Spring, which conjures images of renewal, the integrated campaign, replete with local events at nearly 200 properties and Twitter promotions, is based around the themes of Sleep Well, Eat Well, Move Well, Feel Well, Work Well and Play Well.
Westin plans to announce a series of partnerships around these themes throughout the year. The first one is with Headspace, and is geared toward prodding guests to “feel well.”
The brand offers Feel Well tips on its Westin Well-Being site that revolve around feeling well in Westin properties, of course.
“Soak up the luxury of our Westin Heavenly Bath signature White Tea Aloe bath amenities, complete with Brazilian combed cotton bath sheets and velour bathrobes for a truly divine experience.
“Our smoke-free BREATHE WESTIN policy on more than 125 Westin hotels underlines our commitment to providing you with a clean, relaxing environment.”
Here’s another that’s less commercial:
“All of your problems will feel surmountable when you are standing as a speck in the mountains. Go for a hike and your issues will appear more manageable when you are back.”
Andy Puddicombe of Headspace was slated to lead a “mass mindfulness moment” in the Flatiron District of Manhattan to help kickoff the campaign, and locals in the city were urged to tweet @westin with the hashtag #WestinWellBeing for a chance to receive “an in-person mediation moment” at their locations.
— Heather Hyman (@heatherhyman) March 20, 2014
The new partnership, Westin states, is geared toward making guests and employees “smile more, listen more, worry less and sleep better.”
The Westin campaign is global in scope. According to Jing Daily, here’s a well-being post that Westin placed on the Chinese social media site Weibo.