Westin Hotels & Resorts has unveiled its first global brand campaign in more than five years, with a $30 million dollar, integrated advertising campaign – Let’s Rise – that the brand says communicates Westin’s commitment to the wellbeing of its guests before, during and after their stay.
The campaign is inspired by wellness travel trends, articulated in a new global study conducted in partnership with StudyLogic that surveyed travellers in North America, Mexico, the United Kingdom, Germany, the United Arab Emirates and China. The results showed a shift in the way today’s travellers prioritise their wellbeing. With less time and more disruptors on the road, the study says travellers are reinventing business and leisure travel to put things like fitness first, as they pursue mindfulness and adventure. Nearly 3 in 4 travellers report they have trouble maintaining their routine on the road, over 60% say they sleep less, 65% say they exercise less, and 15% report increased stress levels on holidays.
Thirty percent of those surveyed in Germany and more than 20% in U.A.E. say wellbeing enables them to feel more in control, while nearly 15% globally say it reduces their stress levels. Almost one in four of those surveyed in Germany and North America say wellness allows them to be better in business; in Mexico and the U.K., 1 in 4 say wellness enables them to feel happier.
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 programmes and partnerships that roll out for guests and associates throughout the year.
Westin continues to evolve its programs with the increasing global demand for wellbeing 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 also introduce a complimentary Sleep Well Lavender Balm bedside amenity, infused with the calming essential oils of lavender and chamomile. This is the latest in a series of sleep offerings that promise a better slumber for travellers, including the iconic Westin Heavenly® Bed.
Image: Westin Mumbai Garden City