Monday has earned itself a bad rep over the years – the weekend is over, the business week is starting, and there are a number of hurdles between you and the next weekend. This spring, Westin Hotels & Resorts – part of Starwood Hotels & Resorts Worldwide, Inc. – is taking on Monday with new weekend guest services and a new advertising and marketing campaign that invites you to: “Make Monday Better. Book a Westin Weekend.”
Driven by new insights showing the importance of emotional and physical well-being, the new campaign is designed to show that Westin understands travelers’ desire for premium and need for a relaxing weekend. That’s why they are creating an experience for a better you.
The Westin Weekend will offer weekend guests new services, including breakfast all day, late checkout on Sundays and transformed décor for a fresh look and feel following the work week. Building on the success of Westin’s ‘For a Better You’ platform, the whimsical new campaign from Westin’s agency, BBH New York, combines beautiful images and playful headlines – like “A day in the pool will help you swim with the sharks” and “A weekend at the US open means Monday has met its match” – to portray Westin Weekends as an opportunity to live your fantasies and recharge for a Better Monday.
This new campaign builds on the emerging trend of mini-vacations and more people extending business travel to take advantage of a weekend away. The ads are designed to appeal to Westin’s weekday business travelers with a range of experiences, including urban destinations, ski weekends, resorts, golf trips and luxurious hotel offerings that they can look forward to – no matter what their perfect weekend looks like.
The campaign includes:
- Eight print executions appearing in magazines and newspapers, including The New York Times and The Wall Street Journal Monday editions, Travel & Leisure, Fortune, Food & Wine, TIME, Fast Company, Forbes and more.
- Digital promotions on CNN Money, Bloomberg, PGA.com, NYTimes.com and WSJ.com.
- Out-of home advertising focused on airports and corporate centers.
- Films that will be used online and as out-of-home executions in elevators, etc.
- On-property activations at Westin locations.
Agency: BBH New York
Client: Westin Hotels & Resorts
Chief Creative Officer: John Patroulis
Creative Director: Caprice Yu
Art Director: Thibault Gerard
Copy Writer: Katie Facada
Art Buyer: Deb Archambault
Print Production: Lauren Fertitta
Head of Strategy: Sarah Watson
Strategist: Sam Jesse
Account Director: Simon Ludowyke
Account Manager: Connor Keeshan
Lead Retoucher: Kris Chu
Digital Buying Agency: Razorfish
Associate Media Director: Lauren Cohen
Media Supervisor: Dannelle Walker
Senior Account Director: Payam Khalighi
Account Supervisor: Rachel Chan