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Edgy, Yet Relaxing

Starwood Hotels takes unusual steps to market the Westin brand.

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Most hotel advertising follows a formulaic approach; typically, such promotional graphics feature luxuriant beds or in-room amenities that entice would-be patrons to relax or optimize preparations during business travel.

Starwood Hotels, which owns the Westin Hotels & Resorts brand, bucked the trend when it developed its $30 million, multi-platform campaign that promotes the Westin brand. Eschewing traditional hotel advertising themes, Deutsch Inc. (NYC), Starwood’s agency of record, executed a campaign entitled “This is How It Should Feel,” which features exhilarating or sanguine imagery, such as sky divers or a rock garden, to equate enthusiasm to travel.

Deutsch and Mediavest (also of NYC), the project’s media buyer, hired Atomic Props (Oakdale, MN) to fabricate 3-D billboards that provide a larger-than-life forum to breathe life into these whimsical designs.

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