• Brandweek, Tuesday, March 14, 2006 12 PM

Westin is forgoing traditional hotel marketing methods such as ads featuring fluffy beds and big rooms and will instead take an emotional approach that plays on consumers' sense of smell. A new campaign breaking this week carries the theme, "this is how it should feel" and will include scented strips on print ads in magazines including The New Yorker, Wired, Vanity Fair, Real Simple and Gourmet. The strips will contain the signature White Tea scent that will be faintly wafting through Westin properties worldwide this spring. The effort also includes TV ads that stress an emotional connection. One TV spot encourages viewers to take a moment, breath and relax. Another shows that waking up to the sound of birds chirping or waves breaking is nicer than the blare of an alarm clock. "We have worked hard to redefine our brands and develop innovative signature services that communicate each brand's unique positioning," said Steve Heyer, Starwood's CEO. "Westin's campaign is illustrative of its new positioning centered on personal renewal, well-being and restoration of the mind, body and spirit. We are not just in the business of selling beds or guestrooms, but rather experiences and memories."

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