Westin Hotels & Resorts has unveiled its $30 million dollar integrated advertising campaign called Let’s Rise, which serves to communicate Westin’s commitment to guests’ wellbeing before, during, and after their stay. This campaign is Westin’s first global brand campaign in more than five years, and reflects on the disruptions, distractions, and unpredictability of travel and empowers travelers to embrace wellbeing as a way to regain control of their routines and be their best while on the road. The Let’s Rise campaign also serves as an anchor for the wellness programs and partnerships planned for this year. “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,” says global brand leader Brian Povinelli. “Around the world, we are seeing travelers realigning their priorities to put their wellbeing first, and Westin is proud to empower our guests to rise to the occasion and be their best selves on the road.”
Westin worked with San Francisco-based independent ad agency Venables Bell & Partners to develop the multi-faceted campaign in line with the brand’s Six Pillars of Wellbeing: Sleep Well, Eat Well, Move Well, Feel Well, Work Well, and Play Well. For instance, this campaign aims to inspire guests 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. Let’s Rise also serves to connect consumers to the Westin’s signature programs, such as the iconic Westin Heavenly Bed and the workout Gear Lending program in partnership with New Balance. Overall, the campaign calls consumers to answer a simple question, “Will you get up, or will you rise?” Says Povinelli, “Around the world, we have definitely seen a shift in the way today’s travelers are incorporating wellbeing into their work and travel routines: from millennials, who view fitness activities to be more social than competitive, to business travelers who are shifting their preference from country clubs to running clubs.”