Breaking new ground in hotel advertising

Westin’s fresh green “emergency exits” are providing new inspiration to Grand Central’s rush-hour morning commuters. The new multimillion dollar campaign from the “rejuvenation” hotel brand is making big news not only for its imaginative use of media but also for taking a less-travelled approach in hotel advertising (no pictures of opulent hotel lobbies or flashy amenities – only nature and impactful one-liners). As recently as a year ago, Hilton’s “travel should take you places” campaign addressed the new cutting-adventure seeking streak in travel.

The use of non-traditional media like 3-D and Bluetooth billboards, image-shifting lenticulars and sub-media (a giant flip book on train tunnel walls) could indicate that conventional offline media is poised to make a big comeback as the Internet advertising continues its tumultous growth (predicted to slow in the coming years). The theory that consumers must be engaged at every point in their lives just got fresh life with Westin’s campaigns.

Published by

Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.

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