| 标题 | Meetings Chicago |
| 广告公司 |
Deutsch NY
|
| 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 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. |
| 问题
| 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. |
| 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 |
Heh Assoc
|
| 集团创意总监 |
Scott Schindler
|
| 美术指导 |
Helena Thorsell
|
| 美术指导 |
Eric Rojas
|
| 美术指导 |
John Cheung
|
| 文案 |
Mike Leibowitz
|
| Director of Broadcast Production |
Jim Frame
|
| 广告公司执行制片 |
Eve Kornblum
|
| 制作公司 |
Isle 8 Productions
|
