NEW YORK, Sept. 13, On September 13, 1999 Westin Hotels
Resorts will launch a new brand advertising campaign that will break in
USA Today and The Wall Street Journal.
The campaign, created by DDB-Chicago, focuses on the company�s newest
product, The Heavenly Bed. The Heavenly Bed is a stylish, luxurious,
all white bed with a pillowtop mattress set; down blanket; comforter; duvet;
natural pillows and high thread count sheets�a far cry from your typical
hotel bed. 52,000 Heavenly Beds are being rolled out in 39,500 Westin guestrooms
in 83 hotels in North America�a $30 million investment. The new advertisements
feature models sensuously sleeping in The Heavenly Bed. Some of the ads
incorporate elements of Westin�s most recent award winning �Who is he/she
sleeping with?� campaign. Headlines are:
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�Good business people go to Heaven.�
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�Work like the devil. Sleep like an angel.�
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�He�s the best in sales.
He�s the best in golf. He deserves the best in bed. Who is he sleeping
with?� �Westin�s new campaign is provocative, witty and stylish, just like
The Heavenly Bed,� said Keith Ferrazzi, chief marketing officer for Starwood
Hotels Resorts Worldwide, Inc, Westin�s parent company. �It is also a terrific
complement to our �Who is he/she sleeping with?� campaign that showed that
hotel advertising could be sassy, sexy and successful when it was launched
in 1996.
�By focusing on a new, luxury product, Westin�s ads also illustrate
the company�s new brand positioning,� continued Ferrazzi. �We have positioned
Westin in a new category we call upscale/luxury�in other words, poising
Westin at the very top of the upscale hotel segment. In addition, we plan
to capitalize upon and expand the company�s history of innovation with
more products like The Heavenly Bed, positioning Westin as a brand innovator
like Sony or Nike.�
Westin will spend $2 million on its new campaign between now and the
end of 1999. In addition to consumer print advertising in USA Today and
The Wall Street Journal, the campaign will also run in travel trade publications
including Travel Agent, Travel Weekly and Business Travel News. In-flight
commercials will run on major international airlines including American,
Northwest, Delta and United. And, for the first time, Westin will use airport
dioramas to reach target business travelers in hub airports including Atlanta
Hartsfield; Boston Logan; Chicago O�Hare; Dallas/Ft. Worth International;
JFK International; LaGuardia; Philadelphia International; and Dulles.
In addition to its new advertising campaign, Westin will also launch
a direct marketing campaign to frequent business travelers. Public relations
also played an integral role in the launch of The Heavenly Bed. On August
31 the company staged a North American PR blitz with more than 40 events
from Wall Street to Whistler and Savannah to San Francisco. The national
PR launch took place in New York where The Jack Morton Company created
Heaven on Earth at both the New York Stock Exchange and Grand Central Station.
Masses of Heavenly Beds were on display at both Manhattan landmarks where
New Yorkers were encouraged to give the beds a try. Heavenly Beds were
also sighted on The Space Needle in Seattle; descending from the top of
The Westin Michigan Avenue on Chicago�s famed Miracle Mile; sliding down
the �Seventh Heaven� ski run on Whistler/Blackcomb Mountain in British
Columbia; and sailing in the Caribbean en route to The Westin Resort St.
John. |