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Westin Hotels & Resorts – World Sleep Day

Objective:

To raise the profile of Westin Hotels & Resorts as an industry innovator when it comes to wellbeing, and drive awareness of the brand’s ‘Sleep Well’ pillar and iconic Heavenly Bed via news media, key lifestyle media and influencers as well as consumers.

Idea:

GTI leveraged Westin Hotels & Resorts partnership with World Sleep Day by implementing a series of local media activations, including a national sleep survey to create a topical news hook; deploying sleep kits that bring to life Westin’s ‘Sleep Well’ pillar among key media and influencers; and a commercial partnership with smoothfm in Sydney and Melbourne, which included an on-air giveaway to reach consumers directly. To supplement this, local Westin Well-being Advocate, model and health coach, Rachael Finch was also engaged to provide tips on how to achieve a good night’s sleep based on Westin’s own ‘Sleep Well’ philosophy.

The combined approach of media relations, media/influencer engagement, consumer competition and thought leadership created newsworthy content that garnered media attention and ensured campaign messages were delivered to the right audience.

Results:

  • Generated 25 pieces of coverage with a PR value of AUD$396,078.50 and reach of 9,790,241
  • Coverage achieved in news media, including radio coverage across major capital cities
  • 30 key media and influencers engaged with sleep kits resulting in multiple story leads and ongoing relationships for the brand
  • A total of 16 Top’n’Tail 15 second adverts, six live reads, two teaser competition announcements and two competition winner announcements during the breakfast programmes for smoothfm, reaching an audience of 800,000 across Sydney and Melbourne
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Date
  • September 4, 2016