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The $4 million push launched in October with executions set to run across social media, print, digital, and in-flight media for the next 12 months
Westin Hotels & Resorts has rolled out a new advertising campaign titled, ‘You Need Better Vacation Days,’ to reinforce the way the brand delivers better vacations through wellness and by allowing guests to get the most out of the little time they do take away from work.
While highlighting its unique portfolio of resorts, the push underscores Westin’s commitment to offering travel for leisure. Adding a comical spin to the initiative, the hospitality giant developed Out of Office Generator in partnership with humour website, McSweeney’s.
The tie-up entailed the creation of a digital tool designed to churn out customised tongue-in-cheek automatic responses for one’s outbox as well as social media channels. By using the application to answer a few easy questions, users will be presented with a witty and laughter-guaranteed selection of messages to choose from.
With an investment of more than $4 million (£2.59 million) in print and digital advertising over the next 12 months, the new push captures ski and sun resort destinations as well as moments that reconnect guests to a previous stay at a Westin Hotels & Resorts location.
The print vignettes are set to come to life as 15-second videos via Westin’s social media platforms as well as on Delta flights. The campaign launches across October issues of publications including bon appetit, Condé Nast Traveller, Departures, and United Airlines’ Hemispheres Magazine.
In 2016, the executions carry on with magazines such as Travel + Leisure, Golf Digest, and SKI, among others. The brand’s digital ad buy covers Flipboard, TripAdvisor, and Fodors.com.
“Westin has doubled its investment in the brand’s resorts campaign this year to remind guests that vacation days are only as good as you make them; and at Westin, guests leave feeling better than they did when they arrived,” said Bob Jacobs, Vice President, Brand Management of Westin Hotels & Resorts.
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