Scott Schindler
SVP Creative Director at Publicis LifeBrands Medicus
New York, 美国
标题Ski Mountain Wrap Chicago
广告公司
广告战役 This is How it Should Feel - Westin
广告主 Westin Hotels & Resorts
品牌 Westin
首次发布日期 2007 / 7
行业领域 酒店、住宿
广告口号 This is how it should feel.
剧情简介 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.
哲学 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.
问题 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.
结果 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.
媒体类别 户外广告
首席创意官
集团创意总监
美术指导
美术指导
美术指导
文案
Director of Broadcast Production
广告公司执行制片
制作公司

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