Westin Hotels & Resorts, part of Marriott International, Inc. has unveiled its first global brand campaign in more than five years, taking on the disruptions, distractions and unpredictability of travel and empowering travelers to embrace well-being as a way to regain control of their routines and be their best while on the road.
The $30 million dollar, integrated advertising campaign – called Let’s Rise – communicates Westin’s commitment to its guests’ well-being before, during and after their stay. Beginning today, 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 programs and partnerships that roll out for guests and associates throughout the year.
Westin’s Let’s Rise campaign is inspired by and illustrative of the wellness and travel trends fueling the future of both industries, as articulated in a new global study conducted in partnership with StudyLogic that surveyed travelers in North America, Mexico, the United Kingdom, Germany, the United Arab Emirates and China.
The results show a seismic shift in the way today’s travelers prioritize their well-being. With less time and more disruptors on the road, they are reinventing business and leisure travel to put things like fitness first with new vigor to pursue mindfulness and adventure.
“Let’s Rise is perfectly positioned to connect with travelers as more of a rally-cry than a brand campaign, given today’s over-scheduled and always-on culture,” said Brian Povinelli, Global Brand Leader, Westin Hotels & Resorts. “Around the world, we are seeing travelers realigning their priorities to put their well-being first, and Westin is proud to empower our guests to rise to the occasion and be their best selves on the road.”
Brand Campaign Challenges Travelers: “Will You Get Up, or Will You Rise?”
Westin worked with San Francisco-based Venables Bell & Partners to develop the multi-faceted campaign, consisting of multiple executions in which travelers take control of their well-being. Overall, the campaign calls consumers to answer a simple question, “Will you get up, or will you rise?”.
Westin’s Let’s Rise campaign reinforces how the brand is uniquely positioned to cater to the ever-evolving demand for well-being on the road all around the world. Scheduled to open 50 hotels in the next 5 years, Westin will debut in emerging destinations as diverse as Indonesia, Jordan, Malaysia, the Philippines, Taiwan and Vietnam, on the heels of growth in established markets including Hamburg, Dubai and Denver.
“Looking ahead, we’re also seeing increased intention to explore smaller cities,” Povinelli continued. “This aligns closely with Westin’s robust pipeline particularly in the Americas, with openings in Milwaukee, Chicago, Sarasota and Cozumel on the horizon.”