Westin & BBH NY Aim To 'Make Monday Better'

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.

 

Credits