Westin Hotels & Resorts, part of Marriott International, Inc. (NASDAQ: MAR), today 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.
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.
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. Illustrating guests enabled to wake up early for a run, stay on track with healthy eating goals, and find time to revitalize with an incredible night’s sleep, the campaign aims to connect consumers to the signature programs inherent in Westin’s DNA – from the iconic Westin Heavenly Bed to its workout Gear Lending program in partnership with New Balance® – all designed to embody the brand’s Six Pillars of Well-being: Sleep Well, Eat Well, Move Well, Feel Well, Work Well, and Play Well.
Because morning is the first and best opportunity to take control of the day ahead, the campaign uses morning light as a consistent creative device to speak to the potential that the morning holds. Overall, the campaign calls consumers to answer a simple question, “Will you get up, or will you rise?”
In the last three years, rising wealth and digital connectivity have prompted a significant spike in global travel and the unpredictability that accompanies it. It is no surprise then that nearly 3 in 4 travelers report they have trouble maintaining their routine on the road. More than 60% say they sleep less, 65% say they exercise less, and 15% report increased stress levels on vacation, a time traditionally thought of as downtime for rest and relaxation.
Westin continues to evolve its programs in lockstep with the increasing global demand for well-being and the holistic role it plays in peoples’ lives.
Once reserved for a select few, mindfulness and adventure travel have become increasingly popular as a way for guests to disconnect, reconnect and explore a destination. Globally, the number of travelers who will plan adventure excursions in the next 12 months has doubled in the last 3 years. In Mexico, it has tripled. And surprisingly, more than 50% of global respondents say they plan to seek mindfulness opportunities to clear their minds and center themselves during the chaos of travel.
Propelled by these trends, Westin continues to introduce programs, partnerships and hotel positions that cater to this growing guest demand.
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.”
For more information about the Westin brand’s Let’s Rise platform, please visit: www.westin.com/letsrise and follow along on social media with #LetsRise.