"We wanted to do a global, multi-tiered strategy with several PR tactics throughout the five-month celebration," said Nadeen Ayala, senior director of corporate PR for Westin Hotels. "We're using really strong media relations tactics. We think we have a really strong story."
Working with Nancy J. Friedman PR, its AOR for more than two years, Westin is targeting travel, lifestyle, and health and wellness publications with this latest round of outreach, providing b-roll, online videos, and samples to the press. Westin has confirmed coverage of its retail launch in USA Today, People magazine, and the Today show for next week.
In addition to the launch of the retail products, Westin plans to release a sleep study, following up on one it did in 1999 prior to introducing its Heavenly Beds. All of the company's 169 hotels worldwide are participating in the campaign by offering packages or sales. The Times Square Westin will also be featured in an upcoming episode of Ace of Cakes, as star Duff Goldman created a Heavenly Bed cake.
Ayala, who was unable to release the budget for the campaign, said the company will be more involved with social networking around the release of the sleep study in August.
"Our overall goal is to just keep that awareness high of Westin's legacy of innovation," Ayala said. "It started in 1999 [with the introduction of the Heavenly Bed] and here we are, 10 years later, still evolving and going strong."